|Author(s): Michael Bartl , Steffen Hück, Stephan Ruppert
Collection: Consumer Insights 2009
Keywords: Netnography (Analysis Of Web Behaviour)
ESOMAR Best Paper Award 2008/2009
|PDF version (download)|
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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.