netnography vs. web monitoring = “qual. vs quant.”

Steffen Hück

HYVE Innovation Research Lab

NETNOGRAPHY vs. Web Monitoring= “Qual. VS Quant. ?”

Netnography – What is Netnography?

Netnography is “Doing Ethnographic Research Online”

• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze

the CONSUMER DIALOGUE in SOCIAL MEDIA.

• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the Researcher to gain a DEEP

UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.

• Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED and

CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.

Netnography – Systematic listening to online conversations

Social Media

Selection

Data Analysis

and Insights

1 2 3 4 5

Research

Definition

Social Media

ObservationProduct

Solutions

Netnography – Benefits of Observation and Listening

observe-and-listen research

Less-biased Insight

Fresher Insight

explorativeunobtrusive

Netnography – explorative research

pre-structured study designs

deductive research approach

sequential research process

flexible study designs

inductive research approach

circular research process

Traditional Research Social Media Research

Netnography – unobtrusive research

artificial research situation

synchronous interaction

unbiased

& involvedbiased

& forced

special rooms with a “mirror” in

research institutes & test studios

Focus Groups

spontaneous

& unreflected

time-delayed

& content-rich

implicit

& emotion

explicit

& cognition

researcher participates in the

group that is the object of research

Ethnography

researcher listens to natural

occurring social media conversations

NetnographyInsights©

natural conversation

situation

asynchronous interaction

Netnography – qualitative research

“Not everything that counts

can be counted.”

(Albert Einstein, Scientist)

Qualitative Research

Netnography – from „qualitative research VS. quantitative research“

Quantitative Research

Quantitative Research

Qualitative Research

Netnography – to „qualitative research AND quantitative research"

Netnography – Netnography VS. Web Monitoring

READING

before

COUNTING

DETAILED

before

AGGREGATED

UNDERSTANDING

before

MEASURING

INDUCTIVE

before

DEDUCTIVE

Netnography(Method & Process)


Web Monitoring(Tool & Technology)

Web Monitoring(Tool & Technology)

Netnography(Method & Process)

Netnography – Netnography AND Web Monitoring

NETNOGRAPHYUSER INNOVATIONS in „Sunless Tanning“ communities

Beiersdorf – Sunless Tanning: Identify Special User Groups

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


Threads Posts Members

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

2.390.463

16.21310.493 127.946


Adjustable professional airbrush pistol

Professional tanning booth „mystic tanning“

Cosmetic applicators

Airbrushtanning_Laserpointer.avi


Challenge of De-Tanning

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

Racoon Eyes

“I think that I have the worst racoon eyes in the world. Everyone at the gym I work at has let me know that my

eyes are REALLY WHITE. I looked at a pic of me from a few days ago and it looked like my eyes where

glowing in the dark! You gotta wear the goggles when you use a tanning bed so I think the best solution

unfortunately would be to use sunless tanner.”



Tanning Desasters

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!!!


Challenge of De-Tanning

Tanning Desasters

Racoon Eyes

NETNOGRAPHYUSER INNOVATIONS in „Coffee“ communities

Netnography – USER INNOVATIONS in „Coffee“ communities

www.kaffee-netz.de

6.123 registered users

192.841 posts

Discussions on:

-Coffee and Espresso machines and grinders

-Beans and roasting

-Reparing and maintanance of equioment

www.coffeegeek.com

33.890 registered users

359.024 posts

Discussions on:

-Preparing coffee and espresso

-Coffee machines and grinders

-Beans and roasting

The two biggest coffee communities contain more than half a million consumer

statements on coffee and coffee machines.


… give insight into their home coffee consumption … talk about coffee preferences & creations

http://forums.egullet.org

Several egullet threads have mentioned jellied

coffee and coffee bavarian. I made this coffee

jelly, and took part of it to fold with whipped cream

to make the bavarian cream

Hey, about flavors, Being a coffee enthusiast, the only way

to flavor coffee is after it has brewed and then adding

syrups. When coffee roasters sell flavored beans they

are actually placing chemicals in your coffee …

http://www.coffeegeek.com/

… talk very elaborated on coffee machines

I finally got time over the last weekend to gather

some temperature data on the GS3. From my

perspective, the GS3 is unbelievably consistent

and easy to use. The data shows why. In addition, I

have a 2-group PID La Marzocco Linea with which

I am intimately familiar. The comparison shown

here demonstrates how the GS3 elevates the

standard for espresso machine performance.

http://www.home-barista.com/

… even modify & upgrade coffee machines

I have been doing a few tests with the Brewtus 3. In the graph below 3 sequences or

test runs (Reeks 1 - 3) show how I take out the SCACE PF from the brewhead, flush the

Brewtus for 2-3 seconds (on test run 2 and 3 only), place the PF back In the brewhead and

simulate making an espresso. The display on the Brewtus III was set to a temperature of

92 degrees Celsius. As you see, the temperature goes right up to about this temperature

and stays there stable. During the last run I simulated steaming milk at the same time

as 'extracting' the espresso.

I finally got time over the last weekend to gather some

temperature data on the GS3. From my perspective, the

GS3 is unbelievably consistent and easy to use. The data

shows why. In addition, I have a 2-group PID La Marzocco

Linea with which I am intimately familiar. The comparison

shown here demonstrates how the GS3 elevates the

standard for espresso machine performance. I picked

two shots at random, one from each machine during fairly

continuous duty cycles, to show the brew temperature

profile from each machine

http://www.home-barista.com/

Temperature control

Temperature control

http://www.home-barista.com

Consumers talk about all different aspects of coffee…

Consumers analyze and modify their coffee machines…



http://www.pidkits.com

One of the most advanced innovations

developed by coffee enthusiasts in

online communities is called “PID’ing”

of espresso machines.

For this innovation a digital screen is

added as a control panel to the

espresso machine, enabling to

control machine temperature to the

exact degree by the digital device.

PID’ing & Temperature Control (Proportional Integral Derivative Controllers)


Popcorn Poppers for Home Roasting

Another Innovation created in online

coffee communities is the use of

popcorn poppers for home roasting.

For this innovation a consumers use

green coffee, a hot air popcorn

popper, and a metal colander.http://coffeegeek.com

NETNOGRAPHYUSER INNOVATIONS in „Basketball“ communities

Adidas – Basketball: Early Trend Identification in Social Media

Identification & Selection

of Online Communities

Online Community Observation

qualitative Analysis & Insight Finding

Translation of Consumer Insights

into consumer-driven Solutions

Commercialization

Adidas – Basketball: Early Trend Identification in Social Media

Date: 2008

Date: 2004

Steffen Hück

Project Manager Innovation Research

HYVE AG

www.hyve.de

[email protected]

twitter.com/netnoblography

netnography.wordpress.com

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netnography vs. web monitoring = “qual. vs quant.”

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beiersdorf sunless tanning

explorative research

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