Messaging Applications as Healthcare Market Research Tools in India
Authors: A. Shukla, R.M. Dokala, J.R. Philomen
Study Limitations: Low sample size, uneven geographic distribution, appeal of the advert not accounted, and personal network strength in case of messengers
Digitization has opened new avenues for Healthcare market research in India
India, in the last few years, has seen fast-paced digitization, driven by increasing internet coverage and low-cost smartphones. As a result, social networking and messaging applications like Facebook, Twitter, and WhatsApp have emerged as mediums of choice for networking, and sources of information.
The Healthcare market researchers in India, like their global counterparts, have been increasingly employing digital research tools to reach relevant respondents. However, as far as our understanding goes, social messaging applications like WhatsApp and Facebook Messenger are not yet widely utilized for Healthcare market research in India.