Netnography – Insights2.0 derived from Online-Communities

Inspired by Rob’s Netnography Book and overwhelmed by the interest on my slideshare presentation on “Human-Centred Innovation – Why Market Researchers & Product Designers Should be best Friends” I decided to put together a presentation on my understanding of Netnography.

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. I hope you enjoy and am happy for any feedback.

Internship at HYVE

Great offer for smart students interested in social media, netnography and cocreation. At HYVE we are currently looking for support in two interesting netnography and cocreation projects for major companies in the food and automotive industry. If you are interested in an internship at a young innovation agency get in contact with me.

“Netnography: Doing Ethnographic Research Online” Book by Robert Kozinets

This goes out to all netnographers, open-minded market researchers, marketers and social media enthusiasts. Great news. Rob the academic “founder” of the netnography method publishes the first book that solely deals with netnography. Rob is is Associate Professor of Marketing at York University’s Schulich School of Business. The book will be available in January 2010. check out on amazon.

It’s published by Sage and they are giving away the first two chapters of the book:

• Here you can download Chapter 1 ”Cultures and Communities Online” by just clicking here.
• Here you can download Chapter 2 ”Understanding Culture Online” by just clicking here.

I have already ordered a copy!

A Human-Centred Innovation Approach – Why Market Researchers and Product Designers should be best Friends

Back from the wonderful ESOMAR Qualitative 2009 conference in Marrakech I would like to share our presentation with everybody interested in “Human-Centred Innovation” and “interdisciplinary Innovation”.

This presentation provides insight into the open innovation and co-creation idea and describes a human-centred innovation approach with respect to the changing roles of market research and product design outlining the potentials of merging different techniques and competencies of the two disciplines “Market Research” and “Product Design” in order to align products and services along consumers’ wants and needs. The increased importance of strong interdisciplinary (internal) collaboration of researchers and designers for being successful in open innovation is emphasized. Only the combination of external co-creation and internal collaboration make open innovation programs successful.

We also show how interdisciplinary innovation research projects can be supported with adequate research methods (like Netnography, Lead User Method, Crowdsourcing and Co-Creation toolkits) that create actionable results for all involved stakeholders. The importance of this close collaboration of market research and product design is shown by means of a selected case study. The presented diggit backpack case is closely connected with the foundation of HYVE and our concept of an innovation agency.

More detailed information as well as another more methodological-oriented case can be found here in the related ESOMAR paper.

Our Co-Creation Swarovski Case (Esomar Online Research, Chicago)

Check out our Co-Creation presentation on the Swarovski Case, my colleague Volker gave at the ESOMAR Online Research Conference in Chicago. Still one of my favorite projects.

HYVE twittert endlich auch

Auch wenn wir uns bei HYVE seit mehreren Jahren im Auftrag unserer Kunden mit Communities & Social Media, Netnography und Innovation beschäftigen, kommen die eigenen Social Media Marketing Aktivitäten definitiv zu kurz. Ein Schritt in die richtige Richtung ist deshalb unser neuer twitter account. Unter HYVE_CoCreation halten Volker und ich alle (Open) Innovation und HYVE Interessierten auf dem Laufenden über HYVE, Innovation, Innovation & Market Research sowie Social Media und natürlich zu Netnography und Netnography-relevanten Themen. Ich hoffe in dem Zusammenhang auch wieder aktiver diesen Blog zu füttern.

Kundenintegration und Co-Creation im Web 2.0

Jetzt aber… Nach dem Hinweis auf Volkers Artikel gleich noch ein Hinweis in eigener Sache. Ich werde am 13. November einen Vortrag auf dem World Usability Day 2008 in Berlin halten. Thema “Beyond Usability – User Experience Co-Creation statt Usability-Testing!”

Ich bin zwar kein Usability Experte, aber ich werde einen Überblick über Methoden und Tools der Kundenintegration geben und deren Einsatzmöglichkeiten zur Entwicklung kundenorientierter Web 2.0-Produkte aufzeigen.

Dabei geht es mir vor allem darum, das Thema Usability ganzheitlich zu definieren und die Kreativität und Ideen der User bereits in der Konzeptionsphase zu berücksichtigen und nicht nur deren Beurteilung bereits entwickelter Ideen und Designs zu erheben. User Experience Co-Creation statt Usability-Testing lautet deshalb das Motto!