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.
