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Case Study Brief Urinary incontinence is thought to affect millions of people worldwide. It mainly occurs during certain life situations, e.g. pregnancy or menopause in women or prostate problems in men. A long-time manufacturer of incontinence pads requested the Replise Social Intelligence service to provide insight on how consumers perceive this sensitive topic in social media, and whether or not the company should join the online conversation. Furthermore, if they do join in, on which aspects and channels should they focus, and what type of messaging should they convey? In the second half of the research, we analyzed consumer indicators: Who buys these products? Why? Where? For whom? In what quantities? About Replise The Social Intelligence Company Founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in more than 40 languages and operates offices in Germany, UK, Poland and Hungary. Focusing on social research using proven market research methodologies, Replise has established partnerships with classic market research firms. Replise’s services are based on the combination of a unique high-end social analytics platform and a team of qualified analysts with years of market expertise. We can provide access to historical as well as real time data from blogs, forums, news portals, video platforms and social networks like Twitter and Facebook. Replise products and services are used by well-known brands and many marketing and PR agencies across Europe
Citation preview
The social intelligence company
HealtH ReseaRcH using social intelligence
Candid Perceptions about Urinary Incontinence
replise.com Tel: +36 1 457 83 50 Email: [email protected]
The social intelligence company
2replise.com Tel: +36 1 457 83 50 Email: [email protected]
case study BRief
tHe solution
Urinary incontinence is thought to affect millions of people worldwide. It mainly oc-curs during certain life situations, e.g. pregnancy or menopause in women or pros-tate problems in men. A long-time manufacturer of incontinence pads requested the Replise Social Intelligence service to provide insight on how consumers perceive this sensitive topic in social media, and whether or not the company should join the online conversation. Furthermore, if they do join in, on which aspects and channels should they focus, and what type of messaging should they convey? In the second half of the research, we analyzed consumer indicators: Who buys these products? Why? Where? For whom? In what quantities?
Incontinence, like many other health issues, is a very personal topic. Most people prefer to remain anon-ymous when discussing this type of topic, yet they often seek advice on forums or in comments to on-line articles. With quantitative tools, we were able to identify the sources with ongoing conversations on these topics. By analyzing the generated “big data”, our experts were able to draw conclusions in an area that would normally be difficult to study effectively by traditional methods.
3replise.com Tel: +36 1 457 83 50 Email: [email protected]
The social intelligence company
tHe ResultsThrough our research, the client obtained valuable information about consumer behav-ior patterns and motives related to the topic. Based on the several thousand mentions in social media during the examined period, conclusions could be drawn on affected people’s life situations and on the manner in which they mention this health topic. It could also be shown to what extend brand names were mentioned in the online space. It is now clear as to which channels can be best used to help consumers find profes-sional solutions to their problems.
Based on our research provided by Replise Social Intelligence, the company has de-cided to introduce a low-key, educational social media strategy primarily to be carried out on anonymous websites.
replise.com 3Replise_CS_Hygene_product_v2 2013.12.30.
The social intelligence company
4replise.com Tel: +36 1 457 83 50 Email: [email protected]
About Replise: the sociAl intelligence compAny
founded 2010 in Hungary by serial entrepreneurs. Replise provides social research services in more than 40 languages and operates offices in germany, uK, Poland and Hungary. focusing on social research using proven market research methodologies, Replise has established partnerships with classic market research firms. Replise’s services are based on the combination of a unique high-end social analytics platform and a team of qualified analysts with years of market expertise. We can provide access to historical as well as real time data from blogs, forums, news portals, video platforms and social networks like twitter and facebook. Replise products and services are used by well-known brands and many marketing and PR agencies across europe.
Contact Us:
REPLISE HEADQUARTERSReplise Hungary Kft
ADDRESS:Maros Business Center, Maros utca 19-21. 6. em.1122 BudapestTel: +36 1 457 83 50Fax: +36 1 457 83 50
EMAIL:[email protected]
15/01/2014
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