Netnography research

Date of publication: February 11, 2009

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.

  • PDF
  • This could also be of interest
Methods of brand image research Authors: N. J. Squirrell
Methods of brand image research (French) Authors: N. J. Squirrell
Comment on Mr. Norman Squirrel's paper read on Tuesday morning, September 13th Authors: ESOMAR B.V.
Life style and conventional research in Silvikrin concept Authors: C. C. Auld
Getting the best out of brand image work Authors: Ann Hughes Hallett, Mike Buckle
Structuring the market for heavy duty detergents Authors: Pim Asselbergs, Eddy Bogaerts
A manufacturer's view of promotions Authors: Mike Fann
Tracking the shampoo market Authors: Alan Smith
Is 'taste' international Authors: Frank H. Winter, Derek C. Martin
Generating idea from consumers Authors: Cliff Holmes, Sheila Keegan