Digital characters
A living, breathing, on-line segmentation soap-opera for insight generation

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Author(s): John Kearon
Collection: Congress 2010 - The changing face of market research
Keywords: Netnography (Analysis Of Web Behaviour), Storytelling

ESOMAR Congress 2010 Award Nominee - Best Methodological Paper
ESOMAR Congress 2010 Award Nominee - Best Paper Overall
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EUR 15.00
Members: EUR 12.00

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.



Date of publication: 15.09.2010
ISBN: 92-831-0244-4
Order Code: 53343_35
Number of pages: 22

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