Munich-based innovation specialist HYVE is to host a free webinar on September 30th explaining how traditional ethnography has evolved to become ‘Netnography’ in the modern, online world.
With more and more consumers actively gathering online and communicating in web forums, blogs, social networks and various kinds of online platforms to discuss problems, habits, likes or dislikes, an analysis of online communities is a valuable way to identify qualitative market feedback from a large number of enthusiastic individuals.
Nayeli Tusche, Senior Innovation Researcher and Service Designer at HYVE, who will lead the free webinar, said: “With everyone talking about big data, machine learning algorithms, artificial intelligence, it can be difficult to understand what practical moves you should be making as an organisation to leverage these new opportunities. In the face of this, Netnography, a child born of ethnography, favors quality over quantity, making it THE non-mainstream method of identifying deep customer insights and avoiding digital and numerical opportunism.”
The webinar content will cover questions such as:
- – What is Netnography?
– What do Netnography success stories look like?
– Where does Netnography find its place in Service Design, Design Thinking, etc.?
– What are the major barriers to running a Netnography?
Tusche said: “The webinar is relevant to anyone working in marketing, market research, consumer insights, product, service, innovation or digital management, particularly if you’re looking for new insights that allow you to align your innovation process and product development with consumers’ needs, wishes and motivations.”
Work with social data? Our Career and Salary Survey is now open. Compare roles, salary ranges and benefits.Take the survey.