Abstract:
Online conversations in web forums, blogs and other 'user generated content' platforms are a valuable source for gaining unobtrusive Consumer Insights. A new method to analyze this user generated content is Netnography. The Netnography method [interNET & ethNOGRAPHY] is an observant research approach of online conversations in web forums, blogs and other 'user generated content' platforms in the internet. In contrast to quantitative, IT-driven counting of keywords and phrases through web monitoring solutions, Netnography is a qualitative research approach to analyze conversations in order to gain deep Consumer Insights and transfer them into product solutions. The presentation gives an overview of the method as well as the business benefits of the Netnography approach for generating Consumer Insights. The proceeding of a Netnography project will be shown in a case study HYVE conducted together with NIVEA (Beiersdorf) on the topic of sunless tanning.
This could also be of interest:
Research Papers
Review of a decade of netnography research
Catalogue: 3D Digital Dimensions 2011: (Online + Social Media + Mobile) Research
Authors: Gregor Jawecki, Dominic Gastes, Jan Henric Stönner, Michael Bartl
 
October 26, 2011
Research Papers
How netnography can be used to unlock the full potential of crowdsourcing contests
Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Gregor Jawecki, Susanne Mathis-Alig, Johannes Gebauer
 
November 20, 2013
Videos
How netnography can be used to unlock the full potential of crowdsourcing contests
Catalogue: Qualitative 2013: Brilliant Transformations
Authors: Gregor Jawecki, Johannes Gebauer, Maria Fernández, Susanne Mathis-Alig
 
June 15, 2013
