12. for the first time we can do
qualitative research
on a mass scale!
impressive...
13. new model research
adding anthropological perspective to the numbers
adding pop culture and consumerism
understanding of sociology for localization
rich understanding of human interaction
and influence dynamics
quot;Old Man Nielsen Versus New Market Researchquot;
Panel at SXSW 2009
13
15. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 15
16. why bother: research objectives
sentiment
consumer immersion
online reputation management
testing and feedback
validation
insights
idea generation
new product development
16
17. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 17
18. netnography: origins
“the field behind the screen:
using netnography for
marketing research in online
communities” in Journal of
Marketing Research, 39, 61-72
Kozinets, R. V. (2002)
19. netnography: what is it
studies people behaviors, opinion, motives and concerns in
online communities
methods which capture their social meanings and ordinary
activities
involves the researcher participating directly in the setting,
observing and interviewing.
19
20. netnography: sub fields
observational netnography
when the researcher learns about the community by
studying the members of the community.
participatory netnography
when the researcher becomes a part of the community
and learns by doing.
Met the father of Netnography
20
http://innov8or.blogspot.com/2007/06/met-father-of-netnography.html
21. netnography: data collected
+ artifacts
researcherʼs field notes
text, such as downloaded files of newsgroup postings,
transcripts of virtual worlds or chat sessions,
videos, pictures, music,
e-mail exchanges...
21
22. netnography: data analysis
content analysis
discourse analysis
semantic analysis
semiotics
social network analysis
22
23. netnography: benefits
a window into naturally occurring behaviors
far less obtrusive, conducted using observations of
consumers in a context that is not fabricated by the
marketing researcher
more timely than focus groups and personal interviews
Kozinets, Robert V. (2002), “The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities,”
Journal of Marketing Research, 39 (February), 61-72.
23
26. active involvement of the user
co-creation
crowdsourcing
research
communities
netnography
2006
2002
1996 1999 17
18
26
27. research communities
A community of people online brought together
to help an organisation gain insights into its
product, market, customer and brand.
Can combine quantitative and qualitative research
by affording both an understanding of what
people think and an explanation of why they feel
that way.
28. research communities: benefits
the interaction with other users re-introduces the social context often missing
from other research approaches, and allow the use of all ethnographic
methodologies .
the participative context and personal and long term commitment are ideal for
brands to gather ideas for innovation and co-creation: participants are there,
engaged and available to answer questions and test hypotheses
research can keep pace with internal development processes, providing a
consumer feedback loop to check new ideas and support product
development from inception to launch.
customer, employee and supplier engagement with the business/brand is
increased. this helps to innovate, stay ahead of the competition and drive
consumer advocacy and positive word-of-mouth
A new era for qualitative market research?
http://blog.freshnetworks.com/2008/02/a-new-era-for-qualitative-market-research/
30. video
insight journey threads
blogs
Poll
comments
focus group
How is the
?
recession aecting
your spending
habits?
mining
algorithm
INSIGHT
insights
dashboard visualization/reporting
53. case study: sesso in rete
obiettivi
analizzare le rappresentazioni sociali del sesso e del corpo in rete
metodologia
osservazione partecipante nelle chat e nei forum
interviste in profondità on line a chatter e partecipanti a forum
focus group on-line con frequentatori di chat e forum
focus group off line
