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Why Netnography?

Netnography, according to Robert Kozinets, is “a form of ethnographic research adapted to the unique contingencies of various types of computer-mediated social interaction.” Netnography brings significant benefits to researchers in terms of speed, simplicity, and low costs. But why do so many people representing so many world-class brands think that it will change how they understand consumers and markets?

Netnography studies consumers in natural settings. Researchers can hear their real voices, expressed from the comfort of their own homes (or their favorite coffee shops). As a result, it’s not subject to the Hawthorne effect.

Netnography does not involve survey questions that “lead the witness.” Whether you are validating previous assumptions or exploring new avenues of research, you introduce less bias than you do with other research methods.

Consumers often write what they won’t say out loud. Netnography takes advantage of the Internet’s culture of open communication to give you a view into consumers’ real worlds.

Consumers comment about important issues. People throughout the world have created forums and communities to talk about their interests and passions. If you are there to listen, the people who care about your products and brands are more than willing to share.

Netnography is global. Sitting at your desk, you can tap into the opinions of people across the world – a broader sampling than you could obtain with any other research vehicle.

Learn more about ConsumerBase and how it serves as a valuable netnography tool.

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