2. Agenda
1. What is Netnography
2. Process of Netnographic study
3. Applications: where to use Netnography
4. The game
5. Best practices
3. Netnography
Netnography = InterNET + EthNOGRAPHY
Netnography is doing Ethnographic study online,
from the comfort of your office
Ethnography is an observational research
It is used because there is a difference between what people say they do and
what they actually do.
Result of Ethnography is a discovery
http://www.youtube.com/watch?v=nV0jY5VgymI
position: 3:00 - 09:20min
4. Why do we use netnography?
The increasing importance of the internet and of consumers who are
active in online communities
5. What does netnography track?
Internet – source of information for consumers’ lifestyle, product and brand
choices.
•
keep record of interactions
•
quantify changes over time
•
perform analysis
For advertisers netnography provides culturally-grounded understanding of:
• language
• meanings
• rituals
• practices
13. Benefits for companies
Understand consumer choices
and identify industry trends
Help product engineers develop new and improve
existing products
Assist companies in developing marketing
strategies
14. Advantages of Netnography
Individuals may be more open online than in real
life
Internet provides access to a broader cohort of
respondents
Greater continuity in research
Cheaper and faster than offline research
Plentiful and easy to obtain data
15. Disadvantages of Netnography
Difficult to extrapolate results to the general
population
Focused on textual data
Underdeveloped toolkit for data gathering and
analyses
Instability of the user base
Ethical issues of using information
16. Game
Background
Assume that there is an online community of customers.
Based on where you sit, you work for:
Bank
(TD, RBC, etc.)
CPG
(P&G, Nestle, etc.)
Car manufacturer
(Ford, BMW, etc.)
Retailer
(Canadian Tire,
Loblaw, etc.)
Task
Discuss and present to the class what you could learn about that community and how
you could use it for your company’s benefit (branding, advertising, product
development, etc.)
17. Best Practices of Netnography
Example of Netnography research:
http://www.netbase.com/netnography-and-innovation/example-netnography-onlisterine/
19. Sources
Jiyao Xun, Jonathan Reynolds, “Applying netnography to market research: The case of the online
forum”, December 15, 2009, Journal of Targeting, Measurement and Analysis for Marketing, Vol. 18, 1, 17–31
Frank-Martin Belz, Wenke Baumbach “Netnography as a Method of Lead User Identification” Creativity and
innovation management, Volume 19, Number 3, 2010
Robert V. Kozinets, “Click to Connect - Netnography and Tribal Advertising” Journal of advertising
research, September 2006,
Robert V. Kozinets, , “The Field Behind the Screen - Using Netnography for Marketing Research in Online
Communities”, Journal of Marketing Research, Vol 39, February 2002.
Robert V. Kozinets, “On Netnography - Initial Reflections on Consumer Research Investigations of
Cyberculture”, Advances in Consumer Research, Volume 25, 1998.
Ray Pettit, “Book review of ‘Netnography - Doing Ethnographic Research Online”, Journal of Advertising
Research, September 2010.
Hiro Sudo, Anferny Chen “Netnography: An Overview (Schulich MBA class)” February 18, 2012
http://www.youtube.com/watch?v=UWApBu2ERTU
Stefan Neunhäuserer et al. “Netnography – the movie”, January 26, 2012
http://www.youtube.com/watch?v=Pglroxm_Y4o
Hinweis der Redaktion
Netnography is a branch of ethnography. The term is a combination of two words Net and Ethnography. In order to understand netnography, we have to start with Ethnography. Ethnography is an exploration of a cultural phenomena. The typical ethnography is a holistic study and so includes a brief history, and an analysis of the terrain, the climate, and the habitat. It should make a contribution towards understanding the social life of humans. Ethnography observes the world from the point of view of the subject (not the ethnographer). It provides information on the symbolism, meanings, and consumption patterns of online consumer groups.
Consumers making lifestyle, product and brand choices often turn to the Internet for information on which to base their decisions. Consumers are using virtual communities to contact fellow consumers who are seen as objective information sources. Netnography allows researchers to keep record of these interactions, quantify changes over time, and perform insightful analysis.Marketers ground advertising insight in understanding of the consumer. Advertisers would benefit from a culturally-grounded understanding of the language, meanings, rituals, and practices of the consumer tribes with which advertising seeks to communicate.
So concretly, how does netnography works? What does it consist of?Netnography follows six overlapping steps: research planning, entrée, data collection, interpretation, ensuring ethical standards, and research representation.
Individuals participating in online communities often share in-depth insight on themselves, their lifestyles, and the reasons behind the choices they make as consumers.Benefits:+ identify industry trends+ help product engineers improve their products+ assist companies in developing marketing strategies