From Big Data to Big Insights

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From Big Data to Big Insights: Social media as central nervous system for learning about epilepsy, presented by Annelies Verhaeghe at the ESOMAR Future of Healthcare Webinar on November 14, 2013.

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From Big Data to Big Insights

  1. 1. Are we missing the boat?
  2. 2. V. V. V.
  3. 3. User generated content & life caching
  4. 4. Social media netnography = research methodology that makes use of publicly available user-generated-content in order to answer a research question
  5. 5. A reversed research process Traditional research SURVEY / TOPIC GUIDE DEVELOPMENT SAMPLING RESPONDENTS ACTIVE DATA COLLECTION ANALYSIS Social Social media netnography media netnography SAMPLING UNIVERSE DETECTION PASSIVE DATA COLLECTION FRAMEWORK DEVELOPMENT TOP-DOWN & BOTTOM-UP CONTENT & TEXT ANALYTICS
  6. 6. Patient centricity at
  7. 7. Health care Brand C Wishes for the future night Budget Husband Side effects Job normal behaviour Confused Control Diagnosis Helpful Scared Driving School Problem Dosage Brand A Seizures Awareness & Satisfaction Headache knowledge Bottom up segmentation Brand B Food & drinks Important Having pain Treatment Difficult Children
  8. 8. 25% Natural & medical language about seizures Brand B
  9. 9. PETIT MAL • • • • Also called ‘absence’ People just stand and stare vacantly My mind was wandering, blank, in a daze When asked to speak, would talk then just go blank and lose my entire train of thought and having no idea what I had implied • My eyes would blink rapidly and then I would go blank as if I were daydreaming and my mind would be shot Brand B
  10. 10. 360° Awareness & Knowledge Brand B
  11. 11. Brand A has been a fabulous med for my daughter. She has not experienced any negative side effects. I've been on Brand A for about a year and have only had once seizure since. Side effects that I have are occasional dizzyness, shakiness, and spotted vision. But other than that, I'm pretty happy. I was started out on Brand B and that didn't work Brand B
  12. 12. Answers to questions you did not ask It raises a lot of new questions Brand B
  13. 13. Can you hide the elephant?
  14. 14. It’s not a shortcut
  15. 15. You don’t know Who you are talking to
  16. 16. You never know What you are going to get
  17. 17. Social media netnography Research community
  18. 18. ‘I have epilepsy so I relate to this! It is good information. I would " about making sure there is include something in the ‘do's and don'ts’ nothing near me that I could hurt myself on; keep the area around me clear of anything that I could hit my head on.
  19. 19. It's not my seizure disorder that causes me to stay home. I'm a homebody, and my home is my castle’ ‘Most people outside of my family don't know of my condition because I don't want my condition to define who I am.’
  20. 20. A crucial role for research
  21. 21. Humanizing research

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