Abstract:

The research of eight distinct Netnography projects in the field of Fast Moving Consumer Goods and in-depth interviews with employees reveals a multi-faceted attitude towards need information(consumers' wishes, expectations, etc.) and solution information(ideas and solutions shared by consumers). The authors also shed light on project ownership, in which stage of the innovation process Netnography can generate value, and the reaction of other departments not directly involved. The findings provide insights into key success factors when conducting Netnography research and hints for other explorative, consumer-orientated approaches.