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  1. 1. Bénédicte Chaboud Mykhaylo (Mike) Mitkov
  2. 2. Agenda 1. What is Netnography 2. Process of Netnographic study 3. Applications: where to use Netnography 4. The game 5. Best practices
  3. 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 position: 3:00 - 09:20min
  4. 4. Why do we use netnography?  The increasing importance of the internet and of consumers who are active in online communities
  5. 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
  6. 6. research planning entrée How? The netnography process data collection interpretation ensuring ethical standards research representation Source: Kozinets 2010
  7. 7. research planning entrée data collection interpretat ion ensuring ethical standards research representa tion First: research planning  Where to go?  Problem definition  Research objectives  Questions to be addressed define the field of study How to choose an appropriate online community? 1. Relevant 2. Traffic 3. number of poster 4. rich data 5. between member interaction Source: Kozinets
  8. 8. research planning entrée data collection interpretat ion ensuring ethical standards research representa tion Entrée  Immersion in the communities Getting to know the players Learn culture and rituals  Introducing yourself Objective: learning as much as possible about the subject and getting a better understanding of the behaviors Source: Kozinets
  9. 9. research planning entrée data collection interpretat ion ensuring ethical standards research representa tion Data collection Archive • Without researcher involvement Elicited • Co created by researcher and members Field notes • Observational and reflective notes Source: Kozinets
  10. 10. research planning entrée data collection interpretat ion Data analysis  Constructing classification system  Coding  Synthesis and contextualization ensuring ethical standards research representa tion
  11. 11. research planning entrée data collection interpretat ion ensuring ethical standards research representa tion Ethical issues: 1) Are online forums private or public sites? 2) What constitutes « informed consent » in the internet?  Fully disclose your identity  Ensure anonymity of members  Incorporate feedback  Obtain permission before publishing Source: Kozinets
  12. 12. research planning entrée data collection interpretat ion ensuring ethical standards research representa tion Research representation  member check  add some insights  correct any possible misunderstanding of the context  feedback on the work. Source: Kozinets
  13. 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. 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. 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. 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. 17. Best Practices of Netnography Example of Netnography research:
  18. 18. Thank you for your attention Any questions?
  19. 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  Stefan Neunhäuserer et al. “Netnography – the movie”, January 26, 2012 

Editor's Notes

  • 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
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