How to make the most out social media for market resesarch purposes

1. Are we making the most of Social
Media in Market Research?

2. 202/06/17
Social Media- Some Background Data
Some Overall statistics on use of social media by
the Spanish Population
“86% of internet users, handle Social Media daily.”.
 This gives us a very good idea of how spread social
media / social networks are amongst the Spanish
population.
 The average age of the internet user in Spain is of 39
years old.
¿Is it relevant for the brands to be present
in the Social Media?
 83% claim to be fan or to follow a brand through
Social Media, particularly if they are on entertainment,
culture, travel, technology, sports, or food. More than
half of them said that their purchasing decision has
been influenced by Social Media.

3. 302/06/17
Social Media- Use / Visits to Social Media

4. 402/06/17
Social Media- Knowledge use and assessment
• Spontaneously, the highest knowledge is for, Facebook (99%) and
Twitter (80%) . They keep being the most frequently mentioned social
media, quite ahead of Instagram (63%) or LinkedIn (25%).
• When probing, not too many differences can be seen: Facebook (97%),
WhatsApp (93%) y Twitter (91%) are on top of the list
• In terms of assessment by users the three top ones are:
• WhatsApp
• YouTube
• Spotify

5. 502/06/17
How many people is “hooked” on Social Media In Spain
According to the annual data report published each year, on Social Media, 86%
of internet users between 15 and 65 years old, do use social media 1(9,2
million people), as it is shown in the graph below. Spanish population
between 15 and 65 years old is of 27,3 Million people

6. 602/06/17
How do we get connected to socia media?
The Smartphone has beaten up this year for the first time the computer as the most
widely used device for use of social media (94% smartphones vs 93% computers),
with a clear new star in the galaxy: WhatsApp has turned into the most widely
used social media from smartphones, while Facebook is still the king in the rest of the
devices
.

7. 702/06/17
So, what has that to do with healthcare market
research?
 We have gone a long way since the pen and paper
interview days so it was only natural that the new
trends amongst general population were
incorporated into market research.
 Amongst those 19,2 million Spanish people
between 15 and 65 years old, who do use social
media, physicians and patients are obviously
included, so why not count on them to help us get
a clearer, more modern and better picture of what
they do and how they do it?
 Manufacturing companies, Market Research
Institutes and Consultancy firms are not happy
enough by knowing that things are happening, they
also want to see how they actually happen by
themselves, so social media had to come into
scene!

8. 802/06/17
How to integrate social media into market research?
 There are many ways whereby both physicians and patients can
interact by using social media.
PATIENT DIARY WITH VIDEOS /MOBILE APS
 We have undertaken at IVP Iberica studies in which patients where asked to
keep a diary, for a week, before, during and after, for instance, having an
infusion. The only difference now is that we asked them to use their
Smartphone to complete a number of tasks during the whole process. These
comprised:
 Video record themselves the day before the infusion, and by means of a
voice note, tell us his impressions, his fears, what was actually going
through his mind at that very moment.
 The app guided them through the steps and asked them questions which
could be texted or sent in voice notes
 Then, they uploaded a video done with their Smartphone the day of the
infusion, with a photo of themselves, and telling us how they felt
(nervous, calm, etc) while making remarks
 More tasks could be added into the app, until we got the real impression
the patient had before, during and after the procedure

9. 902/06/17
Online Forum and Social Media
 Another methodology introducing social media in the research has been to hold online
communities with patients in which, apart from answering the moderator questions,
probes, being able to debate amongst themselves, we asked them to upload videos of
themselves doing certain tasks (such as getting his medicine ready), or just explaining
how they took it in a video clip. This video clips can be seen by the online community
moderator, but not amongst participants, they can share opinions, and see each other’s
thoughts, but we usually keep the videos private. This is quite a dynamic way of running
an online community introducing social media, since against all odds, people do feel
comfortable using them.

10. 1002/06/17
WhatsApp Groups…what are they for?
 We have noticed by doing patient research on different
conditions that, people love WhatsApp:
 It is quick, easy to handle, allows you to share photos
and videos
 WhatsApp is one of the most popular social media and in
many conditions, such as Multiple Sclerosis, Epilepsy,
Hemophilia, Short Bowel Disease, patients have
discovered that it is a great source for them to be
connected, share experiences, advice, photos, and feel
part of their own small community, they are not alone any
more.
 These groups incorporate at times, physicians and
psychologists who provide advice when asked to do so. It
saves phone calls and most important, many visits to the
hospital.
 That way, we can also ask them to send us photos,
videos, or any other stimulus via WhatsApp, since it
forms part of their lives

11. 1102/06/17
Doctors filling out patient record form on tablets
 This is a methodology that again combines use of technology and social media
with market research
 A number of doctors are handled a tablet by a MR company and they are asked
to register on the tablet details of, let’s say, the next 10 patients coming into
their consultation with a certain condition
 They would record such data in situ and on real time, on the tablet, including
symptoms, drug prescribed, etc.
 Later on doctors would hand the MR company the tablet again, containing all
the information for those patients (Initials only, of course), and we would have
the journey of those patients suffering from a certain condition.

12. 1202/06/17
¿What is the take away of introducing social media
into some of our projects?
• Now with the introduction of social media and the early adoption
by most population, we can use this trend to get both doctors
and patients, to use the new technologies to do what they have
always done for many years, that is, to share information with
us.
• The difference now is since most people are quite used and also
quite happy to use mobile phones, tablets and social media, they
find it more fun and hence, it is much easier to get their
collaboration that way, than getting the to fill out paper work.
• We, as market researchers get instant feedback on what’s on
patients and doctors minds and, we have a much broader
spectrum of possibilities to get also photos, voice testimonies,
and videos of what it going on at the time it happens.
• This is a major breakthrough in society and at IVP we try to make
the most out of it. It is a non stoppable trend that will keep
moving ahead and who knows what the short term future
developments will be? It has definitely change the way we look at
collecting information! Sky is the limit!

13. 02/06/17 13
• María Jesús Paniagua - Managing Director
• mjesus.paniagua@ivp-iberica.commjesus.paniagua@ivp-iberica.com
• Miren Aramburu -Associate Director
• Miren.aramburu@ivp-iberica.comMiren.aramburu@ivp-iberica.com
• Pilar Sanz- Senior International Research Executive
• pilar.sanz@ivp-iberica.compilar.sanz@ivp-iberica.com
• Alberto Herreros – Key Account Manager
• alberto.herreros@ivp-iberica.comalberto.herreros@ivp-iberica.com

14. Chart template 1402/06/17
Thank you for your assistance!
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