MP31-02 IS DIGITAL ETHNOGRAPHY THE FOCUS GROUP OF THE FUTURE? FOCUS GROUPS VS. SOCIAL MEDIA ANALYSIS OF WOMENʼS EXPERIENCE WITH OVERACTIVE BLADDER (OAB)

Abstract

INTRODUCTION AND OBJECTIVE: Qualitative methods assessing women’s perspectives on living with OAB have traditionally been obtained via focus groups and interviews. Now a plethora of cyber forums have emerged, allowing women to discuss their OAB experiences anonymously. We compared patient perceptions of OAB generated through focus groups to those gleaned from online social media. METHODS: For the digital ethnography analysis, 2,618 posts pertaining to OAB from 203 social media sites were identified by using keywords as search terms in a Java-based natural language processing platform and a social media data mining service. Of these, 200 posts were randomly selected for inclusion. The focus groups included were conducted previously (Anger et al, 2011). Women evaluated in urology clinic for OAB symptoms were recruited to participate in one of five focus groups, totaling 33 patients. Data from both methods were analyzed using grounded theory methodology. The data sets were coded independently and then compared. RESULTS: Each major theme that emerged from focus group data was echoed in the themes uncovered in analysis of social media posts. While major themes were generally similar, several unique subthemes were identified in each group (Table 1). The subthemes unique to the focus groups were centered on symptoms and management. The subthemes unique to the social media group were more personal, reflecting a sense of comfortability with sharing private insights anonymously. A new major theme was identified in the digital ethnography analysis: Online Community Engagement. The subthemes under this theme highlighted that women are pursuing self-education via online resources instead of relying on information from providers. CONCLUSIONS: This study highlights the reliability of qualitative data collected through social media compared to focus groups, as well as social media’s ability to procure personal, unbiased information. Digital ethnography provides immediate access to data on a large, diverse population, obviating the logistics required for focus groups. It presents an opportunity for providers to gain awareness of their patients’ perceptions, as well as what information their patients seek, facilitating a more effective patient-provider relationship.Source of Funding: n/a