Social Media: The Other Front Door

Online Networking Performs Brilliantly in Saatchi & Saatchi Wellness Study, and Makes a Two-Time Believer of a One-Time Skeptic

When Saatchi & Saatchi Wellness (SSW) initiated its first annual ‘Wellness & The Economy’ survey in 2009, Chief Strategy Officer Johanna Skilling was ‘ to put it mildly ‘ skeptical about the utility of social media in quantitative survey research. But ironically, when it came time to design and field the study, budget constraints left Skilling and her team with no viable option other than social media’

Find out what happened in this first installment of IIR USA’s TMRE podcast series, ‘Inside Insights‘! In a candid interview, Skilling recounts the methodological concerns, challenges and triumphs of conducting a national study solely via social media ‘ and how the approach subsequently played a critical role in the 2010 iteration’s modal mix.

Listen to the podcast

View the transcript

Skilling plans to reveal the 2010 results and discuss SSW’s ‘Wellness & The Economy’ study in detail in a Culture & Research Trends symposium Monday November 8th at IIR USA’s The Market Research Event.

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