Health 2.0: Social media as the central nervous system for learning about epilepsy

Niels Schillewaert
Vlerick Leuven Gent Management School; and ForwaR&D Lab, InSites Consulting, Belgium

Annelies Verhaeghe
ForwaR&D Lab, InSites Consulting, Belgium.

Rudi Van Campenhout
Global Operations-Marketing Excellence, UCB Pharma, Belgium.

René Hansen
Marketing and Access innovation, UCB Pharma, Belgium.


Every year, companies spend over 32 billion U.S. dollars on market research worldwide. More than 95% of this money is spent on some form of traditional research, based on interviewing (ESOMAR 2009). Undoubtedly, such research is valuable. But do we really listen to the market in such a culture of interviewing? Are we capturing spontaneous thoughts and feelings if we move people through rigid research processes of surveys and focus groups?