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Netnography: A Powerful Approach for Social Media Insight

Robert V. Kozinets, BBA, MBA, Ph.D.

Professor, Marketing Area Chair

Schulich School of Business, Toronto

Email = rkozinets@schulich.yorku.ca

Blog = www.kozinets.net

Twitter = Kozinets  

Current Business and Marketing Environment

• Complexity

• Dynamism

• Competition

• Challenges

• How is marketing facing it?

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Single Biggest Business Need?

What Marketing Function Drives Innovation?

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Interrogatory Techniques

What is an alternative to the artificiality of interrogatory techniques?

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What are Cultural Understandings Like? What Forms do they Take?

• Real‐world

– Embedded

– Close‐up

– Fact‐based

• Sensitive to Context

• Interactive

• Social

• “Deep” understanding 

• Listening, not telling

• Learning the “language”

• Understanding the “meanings”

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What is the nature of social media?

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“The new computer-based ways of processing information seem to come with a new social formation; or, in traditional anthropological parlance, cyberspace is a distinct type of culture.”

--Anthropologist David Hakken

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What do people do in social media?

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• Connecting• Meeting• Sharing• Arguing• Agreeing• Learning• Showing off• Applauding• Emoting• Helping• Harming• Living

• Internet‐based “marketing research”

• Ethnography adapted to the complexities of our technologically mediated social world– Focused on cultural insights

– Pays very close attention to context

Netnography = (Inter)Net(work) + (Eth)nography

Professor Robert V. KozinetsNetnography invites you to consider Social Media not just as a marketing tool, but as a way to continuously build high‐level 

consumer insight.

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Basic Principles of Netnography

• Natural

• Immersive

• Descriptive

• Multi‐method

• Adaptable

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Consumer Insight Methods and Instruments

Broad SamplingLow High

Netnography

Dep

th o

f In

sig

ht

Low

High

In-depth interviews

Focus Groups

Ethnography

Test Marketing

Surveys (intercept)

Surveys (online)

Surveys (phone)

In-store observation

Data Modeling

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Netnography is of interest to many companies

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Innovation via Netnography

Car Tuning; 43.584

members

Footwear; 53.000 members

Health;292.425 members

Fish Tanks;122.250 members

IPod; 91.000

members

Cooking;186.000 members

Elektronics;35.135 members

Coffee; 21.000 members

Online Communities thrive in all varieties of

market and product categories.

Analysis of community dialog consumer yields deep need,

white space, and brand insights. Further analysis yields

trend signals.

Netnography of Online Communities

Consumer Insights+ Trends

1 2 3 Consumer Based Innovations

Translation of insights and trends into consumer based

problem solutions & innovations.

Case Study: Basketball Shoes

“whoa…I really think that ALL the submissions from you guys are incredible! wow!! there aint never gonna be a shortage of creative talent in here.”

“I think basketball is a leading cause of injuries. I've hurt myself the most in ball. I've hurt my wrist, both my ankles, knees, and shoulders. I think it's because there's no protective equipment for the sport.”

Thank you very much for your kind feedback. It's nice to get critics and try to top my own limits.

“…everybody is helping everybody and that is basically the great thing about this community. As a freshman I always have been excellently counselled and I was helped, something unthinkable if the people just would angle for their own success.”

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Understanding Consumers Trends and Insights

Multiple Topics: e.g. design, cushioning, comfort, Identified most novel and

promising ones

Topic1: Collecting shoes; 98 codings

“I got 49 pairs, soon to be 50 because my bday is in 2 weeks. I wear all my shoes …”

Topic 2: Shoe individualization; 162 codings

„ I love to mod my shoes. First, I stripped the first layer of paint …

Consumer Insights Delivered to Adidas

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Adidas Successful Activated the Netnographically‐Driven Consumer Insights

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Storying the World of Marketing Research

Applied Innovation from Netnography

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Netnography vs. Web Monitoring

Source: Google Images  “Netnography”

Netnography: Cultural Consumer Insight

NETNOGRAPHYNETNOGRAPHY

Preserves Stories of 

Social Media

Preserves Stories of 

Social Media

Maintains Naturalistic 

VOC

Maintains Naturalistic 

VOC

Portrays Rich Cultural & Communal Contexts

Portrays Rich Cultural & Communal Contexts

Reveals Deep Meaning & Identity

Reveals Deep Meaning & Identity

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Biggest Business Need?

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Blog: http://www.kozinets.net

Twitter: Kozinets

Email: rkozinets@gmail.com