NETNOGRAPHY vs.

Web Monitoring
= Qual. VS Quant. ?
Steffen Hck HYVE Innovation Research Lab

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

Research Definition Social Media Selection Social Media Observation Data Analysis and Insights Product Solutions

Netnography Benefits of Observation and Listening

unobtrusive

observe-and-listen research

explorative

Less-biased Insight

Fresher Insight

Netnography explorative research

Traditional Research Social Media Research

pre-structured study designs deductive research approach

flexible study designs

inductive research approach circular research process

sequential research process

Netnography unobtrusive research

spontaneous & unreflected
synchronous interaction implicit & emotion

special rooms with a mirror in research institutes & test studios

Focus Groups artificial research situation researcher participates in the group that is the object of research Ethnography natural conversation situation

biased & forced

unbiased & involved

researcher listens to natural occurring social media conversations asynchronous interaction NetnographyInsights

explicit & cognition

time-delayed & content-rich

Netnography qualitative research

Not everything that counts can be counted.

(Albert Einstein, Scientist)

Netnography from qualitative research VS. quantitative research

Qualitative Research

Quantitative Research

Netnography to qualitative research AND quantitative research"

Qualitative Research

Quantitative Research

Netnography Netnography VS. Web Monitoring

UNDERSTANDING before MEASURING

READING before COUNTING

INDUCTIVE before DEDUCTIVE

DETAILED before AGGREGATED

Netnography Netnography VS. Web Monitoring

Netnography Netnography VS. Web Monitoring

Netnography (Method & Process)

Web Monitoring (Tool & Technology)

Netnography Netnography AND Web Monitoring

Netnography (Method & Process)

Web Monitoring (Tool & Technology)

NETNOGRAPHY
USER INNOVATIONS
in Sunless Tanning communities

Beiersdorf Sunless Tanning: Identify Special User Groups

Objectives and Definition of Research Field

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

Beiersdorf Sunless Tanning: Identify Special User Groups

Beiersdorf Sunless Tanning: Identify Special User Groups

Threads

Posts

Members

53.702

964.035

9.086

n/a

427.273

~ 5.000

147.783

1.399.971

6.129

n/a

2.390.463

n/a

422.828

2.539.801

292.425

10.493

127.946

16.213

Beiersdorf Sunless Tanning: Identify Special User Groups

Beiersdorf Sunless Tanning: Identify Special User Groups

Cosmetic applicators

Professional tanning booth mystic tanning

Adjustable professional airbrush pistol

Beiersdorf Sunless Tanning: Identify Special User Groups

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.
Source: www.iamtan.com

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!!!
Source: www.iamtan.com

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

Beiersdorf Sunless Tanning: Identify Special User Groups

Challenge of De-Tanning

Tanning Desasters Racoon Eyes

NETNOGRAPHY
USER INNOVATIONS
in Coffee communities

Netnography USER INNOVATIONS in Coffee communities

The two biggest coffee communities contain more than half a million consumer statements on coffee and coffee machines.
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

Netnography USER INNOVATIONS in Coffee communities

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

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
http://forums.egullet.org

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

Netnography USER INNOVATIONS in Coffee communities

Consumers talk about all different aspects of coffee Consumers analyze and modify their coffee machines

Netnography USER INNOVATIONS in Coffee communities

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

Temperature control
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

Netnography USER INNOVATIONS in Coffee communities

PIDing & Temperature Control (Proportional Integral Derivative Controllers)

One of the most advanced innovations developed by coffee enthusiasts in online communities is called PIDing 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.
http://www.pidkits.com

Netnography USER INNOVATIONS in Coffee communities

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

NETNOGRAPHY
USER 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

Share your thoughts on netnography with me

Steffen Hck Project Manager Innovation Research HYVE AG www.hyve.de

steffen.hueck@hyve.de twitter.com/netnoblography netnography.wordpress.com