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Bénédicte Chaboud
Mykhaylo (Mike) Mitkov
Agenda
1. What is Netnography
2. Process of Netnographic study
3. Applications: where to use Netnography

4. The game
5. Best practices
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
Why do we use netnography?
 The increasing importance of the internet and of consumers who are
active in online communities
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
research planning

entrée

How?
The netnography process

data collection

interpretation

ensuring ethical standards

research representation
Source: Kozinets 2010
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
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
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
research
planning

entrée

data
collection

interpretat
ion

Data analysis
 Constructing classification system
 Coding
 Synthesis and contextualization

ensuring
ethical
standards

research
representa
tion
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
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
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
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
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
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.)
Best Practices of Netnography
Example of Netnography research:
http://www.netbase.com/netnography-and-innovation/example-netnography-onlisterine/
Thank you for your attention
Any questions?
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

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Netnography

Hinweis der Redaktion

  1. 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.
  2. 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.
  3. 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.
  4. 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