NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”

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NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?”

  1. 1. NETNOGRAPHY vs. Web Monitoring = “Qual. VS Quant. ?” Steffen Hück HYVE Innovation Research Lab
  2. 2. 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.
  3. 3. Netnography – Systematic listening to online conversations Research Social Media Social Media Data Analysis Product Definition Selection Observation and Insights Solutions 1 2 3 4 5
  4. 4. Netnography – Benefits of Observation and Listening observe-and-listen research unobtrusive explorative Less-biased Fresher Insight Insight
  5. 5. Netnography – explorative research Traditional Research Social Media Research  pre-structured study designs  flexible study designs  deductive research approach  inductive research approach  sequential research process  circular research process
  6. 6. Netnography – unobtrusive research spontaneous & unreflected implicit & emotion synchronous interaction special rooms with a “mirror” in research institutes & test studios Focus Groups researcher participates in the artificial group that is the object of research natural biased unbiased research conversation & forced Ethnography & involved situation situation researcher listens to natural occurring social media conversations asynchronous NetnographyInsights© interaction explicit & cognition time-delayed & content-rich
  7. 7. Netnography – qualitative research “Not everything that counts can be counted.” (Albert Einstein, Scientist)
  8. 8. Netnography – from „qualitative research VS. quantitative research“ Qualitative Quantitative Research Research
  9. 9. Netnography – to „qualitative research AND quantitative research" Qualitative Quantitative Research Research
  10. 10. Netnography – Netnography VS. Web Monitoring UNDERSTANDING READING before before MEASURING COUNTING INDUCTIVE DETAILED before before DEDUCTIVE AGGREGATED
  11. 11. Netnography – Netnography VS. Web Monitoring
  12. 12. Netnography – Netnography VS. Web Monitoring Netnography Web Monitoring (Method & Process) (Tool & Technology)
  13. 13. Netnography – Netnography AND Web Monitoring Netnography Web Monitoring (Method & Process) (Tool & Technology)
  14. 14. NETNOGRAPHY USER INNOVATIONS in „Sunless Tanning“ communities
  15. 15. 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
  16. 16. Beiersdorf – Sunless Tanning: Identify Special User Groups
  17. 17. 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
  18. 18. Beiersdorf – Sunless Tanning: Identify Special User Groups
  19. 19. Beiersdorf – Sunless Tanning: Identify Special User Groups Cosmetic applicators Professional tanning booth „mystic tanning“ Adjustable professional airbrush pistol
  20. 20. 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
  21. 21. Beiersdorf – Sunless Tanning: Identify Special User Groups Challenge of De-Tanning Tanning Desasters Racoon Eyes
  22. 22. NETNOGRAPHY USER INNOVATIONS in „Coffee“ communities
  23. 23. 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
  24. 24. 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 … even modify & upgrade 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/
  25. 25. Netnography – USER INNOVATIONS in „Coffee“ communities
  26. 26. 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
  27. 27. Netnography – USER INNOVATIONS in „Coffee“ communities PID’ing & Temperature Control (Proportional Integral Derivative Controllers) One of the most advanced innovations developed by coffee enthusiasts in online communities is called “PID’ing” 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
  28. 28. 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 http://coffeegeek.com popper, and a metal colander.
  29. 29. NETNOGRAPHY USER INNOVATIONS in „Basketball“ communities
  30. 30. Adidas – Basketball: Early Trend Identification in Social Media Identification & Selection Online Community Observation Translation of Consumer Insights of Online Communities qualitative Analysis & Insight Finding into consumer-driven Solutions Commercialization
  31. 31. Adidas – Basketball: Early Trend Identification in Social Media Date: 2008 Date: 2004
  32. 32. Share your thoughts on netnography with me Steffen Hück Project Manager Innovation Research HYVE AG www.hyve.de steffen.hueck@hyve.de twitter.com/netnoblography netnography.wordpress.com

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