Netnography
Netnography
(aka The mother and father of all social media audits)
Netnography is defined as inter(net) – or (net)worked – eth(nography) and is a new, but increasingly vital way of conducting research.
The beauty of netnography is that it relies on the freely-expressed opinions of your customers, without the interference of a market researcher asking survey questions or conducting a focus group. This is as raw and honest as it gets, and the lack of interference means there are no sacred cows.
We’ve developed our own methodology to leave no stone unturned because we think it’s endlessly fascinating to overhear the conversations people are having in blogs, forums, Facebook, Twitter and a million other online social spaces.
We start by looking for references to your business/question/issue/idea and follow the conversation wherever it may take us, all the while noting the words being used, the themes being discussed, the intensity of the chat and places it’s happening.
Then we’ll look at your competitors before broadening it out to look at your industry as a whole – and the result will be a deep analysis of what your customers or target customers think, say and do when they’re online.
Next steps
If you want evidence to make a change in your business, you want to test a hunch or you just want a deep and nuanced understanding of your online ecosystem, then netnography should be at the top of your shopping list.
Get in touch and we’ll prove it.
