Will social media replace surveys?

Social media has emerged as a deep well of opinion but remains an enigma for market researchers, said Debjani Deb, co-founder and managing partner of EmPower Research.

When limitations can be overcome, said Deb at the Pharmaceutical Marketing Research Group (PMRG) Institute, user-generated platforms can be mined for insights. Converting unstructured data to a structured form is possible, Deb said, by using pattern recognition tools, along with human analysis.

Deb said websites can be used as a precursor to traditional research (e.g., mapping out a treatment landscape and identifying stakeholders), adding that social media may start to replace some survey research and also make it harder to do by changing consumer expectations.

She quoted P&G's Joan Lewis: “The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research.”
You must be a registered member of MMM to post a comment.
close

Next Article in Features


A wave of more effective anti-cancer drugs has set the oncology world on fire with enthusiasm. While many hail this as a new era, an equally vocal faction questions the money spent for the value gained. This medical and commercial trend report for marketers of anti-cancer modalities touches on many of the latest shifts that have expedited product launches and otherwise impacted promotion and reimbursement of these drugs. Click here.

Email Newsletters


Pharma continues to struggle with its image. Exhibit A is the public debate around the price of, and access to, new and innovative meds. As countless transformative technologies hit market, has industry done enough to anchor its permission to innovate? To provide a closer look at trends affecting trust over the past year, MM&M presents this e-book, "The 2015 Edelman Trust Barometer." Click here.