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A Multimethod Qualitative Approach to Exploring Multisided Platform Business Models in Health Care

Gross, Nicole and Geiger, Susi (2023) A Multimethod Qualitative Approach to Exploring Multisided Platform Business Models in Health Care. Sage Research Methods: Business.

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Our research explored multisided or platform business models that have emerged in the consumer genomics industry in recent years. Consumer genomics companies provide testing services to consumers as a source of fun, altruism, belonging, and knowledge, but they also engage in digital capitalism by making profits from data brokerage. To research how these data-driven platform business models work, we chose a multimethod qualitative research approach. To do so, we engaged in a reflexive literature review to discover academic as well as grey literature not typically available from commercial publishers; conducted a document analysis to understand the business models of 15 prominent consumer genomics companies; immersed ourselves via ethnography-inspired research approaches to contextualize and confirm our findings; and we carried out semi-structured interviews with industry experts. Practically speaking, a multimethod qualitative research approach requires ethical awareness and clearance. Furthermore, we found that researchers need to leverage their professional networks and collaborations but also the personal skills and abilities they have to access different data collection points. Doing research was not easy: we found the genomic businesses’ T&Cs to be a legal jungle, we ended up getting overloaded by Twitter data, and we had to deal with tricky interviews. In addition, we struggled to get a handle on shifting theoretical concepts. In the end, we learned that industry-academia collaborations can be a collaborative opportunity but also a great challenge. Furthermore, we learned that data richness can be overwhelming, but most data are useful, even if they are for triangulation and contextualization purposes.

Item Type: Article
Uncontrolled Keywords: business models; collaboration; consumers; entrepreneurs; genomics; industry; social media; Twitter
Subjects: R Medicine > Healthcare Industry
H Social Sciences > HM Sociology > Information Science > Communication > Medical Informatics
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Business > Staff Research and Publications
Depositing User: Tamara Malone
Date Deposited: 03 Apr 2023 09:51
Last Modified: 03 Apr 2023 12:43

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