Pfizer
In 2006, the pharmaceutical multinational kicked off a research programme on lifestyles and how sex was portrayed on-line. In collaboration with Etnolab, a communications research company, Cultur-e identified and conducted daily monitoring of fifty websites, especially virtual communities, blogs and forums. The analysis of the collected texts provided a rich and lively portrait of nuances in continuous evolution.
Context
Studying Sexuality On-line
For Pfizer, the producer of Viagra, it was essential to collect information relative to the habits, preferences, fears and issues that Italians have with sexual relationships. The company decided to conduct this investigation on-line, where the vast user basin is very active and more uninhibited in discussing these issues.
Listening to and Monitoring On-line Conversations
2006 – Investigation and research strategy, Identification of virtual territory to monitor (websites, blogs and forums), reading and analysis of content and production of a final report on the results.
Activities
- Analysis of Needs
- Research Strategy
- Analysis of Virtual Territory
- Daily conversations monitoring
- Data processing and final reporting