Here are 4 reasons why you should also use social media monitoring as a form of market research:
1) If you want a true, honest and emotional look at what is being said about your brand, competitor brands or your therapy area then use social media to hear what is being said online. This is a place where your customers are interacting without the “unnatural” setting of a focus group. It’s as close to unbiased as you can get.
2) Conversation in focus groups and interviews is led by the interviewer/group leader, online the conversation takes place organically. You are getting to see what is important to customers and what they are talking about amongst themselves without pharma’s interference.
4) You can listen to thousands of voices all at once. Creation PinPoint, a social media monitoring tool that allows you to analyse conversations HCPs are having online, has a database of over 150,000 HCP social media profiles. How many focus groups would you need to organise to reach an audience that wide?
Physicians are using social media to have open, honest discussions about particular drugs and therapy areas. These conversations are potentially different to the ones you are having in the managed interviews and focus groups. The key is not to forget traditional market research but to think about the additional value we can get from adding social media monitoring to the mix.