netnography - insights2.0 derived from online-communities
DESCRIPTION
This presentation provides insight into my UNDESTANDING of netnography as a QUALITATIVE and EXPLORATORY OBSERVATIONAL research approach. By listening to natural occurring CONSUMER DIALOGUE in ONLINE COMMUNITIES Netnography allows to gain UNBIASED CONSUMER INSIGHTS and DEEP UNDERSTANDING of explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED CONSUMERS. Furthermore for us it is a great approach to start consumer-centric (open) INNOVATION and COCREATION projects.TRANSCRIPT
Steffen Hück
HYVE Innovation Research Lab
NETNOGRAPHYInsights2.0 derived from Online-Communities
NETNOGRAPHYWHY you should listen to online conversations
MARKETS are CONVERSATIONS
CONSUMERS are EMPOWERED
CONSUMERS are CREATIVE
COMMUNITIES are EVERYWHERE
COMMUNITIES are TRIBES
WHY you should LISTEN to ONLINE CONVERSATIONS
MARKETS are CONVERSATIONS
ONLINE enables CONVERSATIONS that were NOT POSSIBLE BEFORE
WOM
Recommendations
Buying Decisions
Complaints
Brand Ambassadors
Information Seeking
Product reviews
See: The Cluetrain Manifesto: The End of Business as Usual, by Christopher Locke, Rick Levine, und Doc Searls
CONSUMERS are EMPOWERED
SOCIAL MEDIA supports KNOWLEDGE, CREATIVITY & POWER
fight brands
unmask product lies
cre
ati
ve
& s
ma
rtc
riti
cal &
in
no
va
tive
po
we
rfu
l
create starscreate knowledge create media create brands
own brands
discuss/review products modify/create products
criticize brands
vs.
support b(r)ands
co-create products
CONSUMERS are CREATIVE
VARIOUS INNOVATIONS developed at first by CREATIVE CONSUMERSSeveral studies document the innovative potential of consumers
Herstatt & von Hippel 1992; von Hippel 1986; 2001; Shah 2000; Franke & Shah 2001; Franke 2001; Lüthje 2001; Thomke & von Hippel 2002; ...
COMMUNITIES are EVERYWHERE
ONLINE COMMUNITIES exist for nearly every IMAGINABLE INTEREST
COMMUNITIES are EVERYWHERE
ONLINE COMMUNITIES exist for nearly every IMAGINABLE INTEREST
1,346,681 Members
173,941 Members174,784 Members180,462 Members187,433 Members 186,920 Members
196,714 Members 197,517 Members 209,240 Members 209,191 Members
222,370 Members233,910 Members
550,000 Members 398,456 Members615,725 Members
722,714 Members2,081,357 Members 1,454,706Members 1,347,454 Members
531,905 Members
226,124 Members
362,928 Members
351,779 Members356,457 Members 256,964 Members
COMMUNITIES are TRIBES
CONSUMERS TRIBES are groups of people sharing a COMMON PASSION
TRIBES are
ENTREPRENEURS
TRIBES are
ACTIVATORS
TRIBES are
PLUNDERERS
TRIBES are
DOUBLE AGENTS
degree of market appropriation
deg
ree
of
ma
rke
t a
nn
ex
ati
on
See: Consumer tribes, by B Cova, R Kozinets, A Shankar
NETNOGRAPHYHOW we see netnography and research 2.0
THEORYvirtual communities and consumer tribes
METHODOLOGYethnography and
observational research
THEORYgrounded theory and cultural anthropology
METHODOLOGYnarrative interviews
and storytelling
THEORYopen innovation and co-creation
METHODOLOGYcontent analysis and text mining
NETNOGRAPHY: context and theoretical touchpoints
NETNOGRAPHY: our understanding
NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze
the CONSUMER DIALOGUE in ONLINE COMMUNITIES in order to gain UNBIASED CONSUMER INSIGHTS.
The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING allows a DEEP UNDERSTANDING of
explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED CONSUMERS.
NETNOGRAPHY is a great approach for consumer-centric (open) INNOVATION and COCREATION. Conducted by
INTERDISCIPLINARY project teams of RESEARCHERS and DESIGNERS the derived insights are directly TRASNFERED
into initial PRODUCT SOLUTIONS for the EARLY STAGES of the innovation process.
Systematic LISTENING to online CONVERSATIONS of highly involved CONSUMERS
NETNOGRAPHY: interNET & ethNOGRAPHY
modern consumer tribes
nethnography
urban subcultures
trendscouting
foreign cultures
ethnography
MODERN CONSUMER TRIBES can be observed within ONLINE COMMUNITIES
NETNOGRAPHY: observation and listening
observe-and-listen research
FRESHER & LESS-BIASED INSIGHTS with NETNOGRAPHY
Less-biased Insight
Fresher Insight
explorativeunobtrusive
NETNOGRAPHY: qualitative research understanding
READING
before
COUNTING
DETAILED
before
AGGREGATED
UNDERSTANDING
before
MEASURING
INDUCTIVE
before
DEDUCTIVE
Real CONSUMER UNDERSTANDING requires INDUCTIVE RESEARCH and CONTEXT
NETNOGRAPHY: explorative research design
pre-structured study designs
deductive research approach
sequential research process
flexible study designs
inductive research approach
circular research process
testing research explorative research
NETNOGRAPHY: deep understanding („Thick Descriptions“)
In anthropology and other fields, a “thick description” of a human behavior is
one that explains not just the behavior, but its context as well, such that the
behavior becomes meaningful to an outsider.
Geertz, Clifford. "Thick Description: Toward an Interpretive Theory of Culture".
In The Interpretation of Cultures: Selected Essays. (New York: Basic Books, 1973) 3-30.
Exploring the DIFFERENCES between a TWITCH and a WINK
WORDS & STORIES tell more than NUMBERS
Interpreting SIGNS to gain their MEANING within the COMMUNITY
NETNOGRAPHY: analysis of highly involved consumers
NETNOGRAPHY: gaining insight into need- & solution-information
Motivation / Needs; Attitudes; Buying & Consumption Behavior
Level 1
Problem / Desire; Disadvantage / Advantage;Satisfaction / Dissatisfaction; Experience
Level 2
Solution Principleor Method
Level 3
Solutionfor Company
Level 4
Ne
ed
In
form
ati
on
So
luti
on
In
form
ati
on
NETNOGRAPHY: conducted by interdisciplinary teams
Motivation / Needs; Attitudes; Buying & Consumption Behavior
Level 1
Problem / Desire; Disadvantage / Advantage;Satisfaction / Dissatisfaction; Experience
Level 2
Solution Principleor Method
Level 3
Solutionfor Company
Level 4
Ne
ed
In
form
ati
on
So
luti
on
In
form
ati
on
Creative
Open
Solution-oriented
Analytical
Structured
Need-oriented
NETNOGRAPHY: conducted by interdisciplinary teams
Human-centred
Innovation
consumer driven
Creative
Open
Solution-oriented
Analytical
Structured
Need-oriented
Need- & Solution Information
See: Human-Centred Innovation Presentation on Slideshare or ESOMAR Qualitative 2009 Paper
NETNOGRAPHYHOW we listen to community conversations
NETNOGRAPHY: Systematic listening to online conversations
Community
Selection
Data Analysis
and Insights
1 2 3 4 5
Research
Definition
Community
ObservationProduct
Solutions
Brainstorming
Desk Research
Topic Dimensions
(Mindmap)
Key Word Definition
Community Identification
Community Selection
(Community-List)
Community Observation
Discussion Selection
Discussion Download
(Text-Files)
Initial Coding Structure
Qualitative Content Analysis
(Coding-Report)
Consumer Insights
(Presentation)
Innovation Fields
Creative Workshop
Initial Solutions
(Presentation)
NETNOGRAPHY: main CHALLENGES and TASKS
1
LISTENto unbiased consumer conversations
IDENTIFYvaluable consumers for your company
2
4 3
UNDERSTANDculture and language of consumers
EXPLOREthe hot topics of involved consumers
TRANSFERinsights into initial solutions
5
NETNOGRAPHY: IDENTIFY valuable consumers for your company
ALL Users
Quantitative Filter Qualitative Filter Profile-Analysis
• Number of Posts• Replies & Views on User’s Posts• Frequency of Posting (per week)• Share of voice• …
• Involvement• Expertise • Reputation• Topic Leadership• …
• Network Centrality (Reach)• Socio demographics• Interests• …
ACTIVE Users
INNOVATIVE Users
NETNOGRAPHY: LISTEN to unbiased consumer conversations
natural conversation
situation
artificial research situation
synchronous interaction
asynchronous interaction
unbiased
& involvedbiased
& forced
natural occurring conversations in
forums, social networks & blogs
NetnographyInsights©
special rooms with a “mirror” in
research institutes & test studios
Focus Groups
spontaneous
& unreflected
time-delayed
& content-rich
implicit
& emotion
explicit
& cognition
NETNOGRAPHY: EXPLORE the hot topics of involved consumers
Insight 1
Insight 3
Insight 2
Insight 4
Insight 6
Insight 5
NETNOGRAPHY: UNDERSTAND culture & language of consumers
Essence
(Surprise & AHA Effect)
Relevance
(Problem & Opportunity)
Implication
(Ideas & Actions)
Understanding
(Causality & Context)
Insights2.0 Framework
NETNOGRAPHY: UNDERSTAND culture & language of consumers
NETNOGRAPHY: TRANSFER insights into initial solutions
Essence
Consumer Insight
Benefit
Reason
to Believe
Character
NETNOGRAPHY: TRANSFER insights into initial solutions
NETNOGRAPHY: TRANSFER insights into initial solutions
Fields of innovation Possible Solutions
Innovation Field
Innovation Field
Innovation Field
Innovation Field
Insights
NetnographyHOW we listened to „sunless tannig“ community conversations
NETNOGRAPHY – online communities as source of innovation
Learn what INFLUENCES her
Learn how she THINKS
See the WORLD through her EYES
Know her daily RITUALS and HABITS of usage
Hear WHAT she SAYS and HOW she SAYS it
Understnad the PERSON not only single BODY PARTS
Learn what DRIVES her
Know what she LIKES/DISLIKES and
how she encounters PROBLEMS
Consider her INNOVATIONS
Objectives and Definition of Research Field
NETNOGRAPHY – online communities as source of innovation
NETNOGRAPHY – online communities as source of innovation
Threads Posts Members Activity IndexPosts/Members-Ratio
53.702 964.035 9.086
n/a 427.273 ~ 5.000
147.783 1.399.971 6.129
n/a n/a
292.425422.828 2.539.801
106
85
228
9
2.390.463 ~ 30
16.21310.493 127.946 8
NETNOGRAPHY – online communities as source of innovation
NETNOGRAPHY – online communities as source of innovation
NETNOGRAPHY – online communities as source of innovation
Adjustable professional airbrush pistol
Professional tanning booth „mystic tanning“
Cosmetic applicators
NETNOGRAPHY – online communities as source of innovation
TanSweetHrt4HiSource: www.iamtan.com
Tanning Desasters
Challenge of De-Tanning
S: MY GOD!!!!!!!! THIS SOOOOOOOOOO HAPPENED TO ME!!!! i absalutely HATE the jergens
natural glow now. my neck was sooo blotchy and my dad told me i looked like i had a skin
disease!!!!!!! it was impossible to scrub off the remaining parts!! i scrubbed
and scrubbed at my neck with a lufa until my skin was red but the blotches still wouldnt
come off!!! i ALSO have the jergens natural glow for the face(which was the biggest waste of
money) because ya! i would apply it before iwent to bed and the next morning-NOTHING!! it
didnt even work and it stunk horribly and gave me a stuffy nose!! i will NEVER
use this line again!!!!!!
Jamie A
Q: I know we talked about this a little while ago, but I tried using nail polish
remover to make sure the corners of my nails didn't get orange, but it didn't
work. Normally I just clip my nails really short so if there is discoloration you
can't really tell that much, but it's really starting to bug me. The nail polish
remover is acetone free... does that make a difference?
Source: www.iamtan.com
NETNOGRAPHY – online communities as source of innovation
…
Tanning
Desasters…
Challenge of
De-Tanning
NetnographyYou want to know more about doing research 2.0?
„MUST READS“ for netnographers and open-minded marketers
Check out presentations & interviews of netnography08 conference
2008http://www.netnographyinsights.com
Steffen Hück
Project Manager Innovation Research
HYVE AG
www.hyve.de
twitter.com/netnoblography
netnography.wordpress.com
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