Success Stories

Market Research | Social Media

How to Use Social Media for Market Research

In preparation for partnering meetings in Japan, our client needed quick, but insightful understanding of diabetes treatment from the perspective of the patient. In response, KMK mined Tobyo, a social media website to analyze diabetes patient diaries and develop a deep dive view of the Japanese diabetes patient experience.

Market research in social media is the process of gathering quantitative and/or qualitative data from social media platforms to understand social, consumer, or market trends. In this case study, a client needed to understand the patient flow of a long-term disease in the global market to be better prepared for a partnering meeting in Japan. KMK provided deeper understanding of the T2D patient experience in Japan to support our client’s commercial decisions.


What types of patient journey data can be extracted from social media

Key differences between the US and Japan patient journeys

Methods of organizing social media data for analysis

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