Online physician community SERMO has launched a new feature called Social Surveys, through which respondents can communicate with each other on its social network about a study and related topics.
Merged with healthcare researcher WorldOne in 2012, SERMO provides a social network through which nearly 600,000 doctors in 30 countries can share their opinions. The new Social Surveys tool combines its traditional quant surveys with an added social component, giving clients access to user-generated content from an accompanying social discussion, in addition to the quantitative data commissioned in their core study.
The firm says it developed the feature to address the limitations of traditional quantitative data collection. CEO Peter Kirk comments: 'When I merged WorldOne and SERMO, I knew that social would bring tremendous value to the market research industry, which has really only seen a few major innovations over the years. We are pleased to pioneer this unique innovation and provide our quantitative research with organic social conversations'.
Web site: www.sermo.com .