Abstract:

As part of the &'Me-to-We' research movement launched at Congress 2009, this paper will focus in on 'Mass Ethnography' or 'NetNography' and reveal how a revolutionary new approach can distil and bring to life the mass of readily available data on the internet. The author will share a highly innovative technique that uses synthetic and robotic researchers called 'DigiViduals' to generate insights into target audiences, brand persona's or any profile a brand cares to explore, from internet posts and Tweets.