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.

THE LIMITATIONS OF TRADITIONAL MARKET RESEARCH

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?