Undercover on the World Wide Web

Date of publication: March 19, 2006

Catalogue: Asia Pacific 2006


The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.This presentation illustrates the promise of this method through two 'webnographic' case studies: one among youth, examining the interests, attitudes and needs of this segment as expressed in online forums; and the second focused on feedback on a range of models launched by Nokia.

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