Market research spans many different forms and methodologies, but it has one simple purpose: to help businesses and organisations make better decisions by helping them better understand their customers and market(s). This simple guide will give you a quick overview of the main methodologies, and help you to avoid the common pitfalls many organisations make in research.

One industry that is yet to fully embrace social media is the healthcare and pharmaceutical industry but with key opinion leaders (KOLs) becoming more present online, social media is beginning to have an impact on the KOL mapping process, as it can’t be ignored as a source of networking and engagement.

Identifying and engaging with your KOLs can be a difficult task, it’s not quite as simple as finding someone influential in your industry and reaching out to them. There are a number of important steps to follow to perform your KOL mapping strategy, from conducting thorough research on your KOLs, understanding their viewpoints to creating a plan of action on how you are going to engage with them.