Netnography is a technique that allows researchers to understand consumer behavior in an unobtrusive way through analyzing online interactions. It involves observing and analyzing discussions on social media, forums, and blogs to understand relationships with brands, generate insights, and evaluate products from the consumer perspective. The process involves defining a research topic, selecting relevant online communities, observing and engaging with community members, analyzing the interactions, and developing insights. Netnography provides a way to understand markets with high online engagement in a natural context.

1. WHAT IF YOU COULD UNDERSTAND YOUR
CONSUMER IN DEPTH?

2. WITH NETNOGRAPHY YOU CAN
NETNOGRAPHY = INTER(NET) + ETHNOGRAPHY
A TECHNIQUE THAT ALLOWS YOU TO UNDERSTAND YOUR CONSUMER'S
BEHAVIOR IN A NATURAL AND NON-INTRUSIVE FORM IN A
HIGHLY CONNECTED WORLD.

3. ABOUT NETNOGRAPHY
The word Netnography was coined after the junction of the words Internet and
ethnography. This is a qualitative research technique based on the precepts of
cultural anthropology, and its objective is to study the interactions performed in
internet collaborative environments such as social networks, forums and blogs.
In other words, it's ethnography connected by technology. In this type of study,
each interaction is seen not only as content, but as meaningful social
interaction.
Its main application is to study behavior in markets with high engagement. The
collection of spontaneous and detailed information in natural contexts, as well
as the possibility to analyze the past, are among its advantages.

4. NETNOGRAPHY OBJECTIVES
BRAND ANALYSIS
Understanding the consumer's relationship with the
brand and understanding what is being said about it.
IDEAS AND
INSIGHTS
Understanding behaviors and generating insights
for product development, strategy positioning and
marketing, among other purposes.
PRODUCT
EVALUATION
Analysis of consumer perception about products and
services.
CONSUMER
EXPERIENCE
Understanding the consumer experience in each phase
of the buying process of a product or service.

5. NETNOGRAPHY
HOW IT WORKS

6. NETNOGRAPHY HOW IT WORKS
Research Definition Community Selection Observation and Engagement Analysis and Insights
• Topic of research immersion.
• Preliminary survey of possibles
sources.
• Elaboration of research script.
• Definition of research sources.
• Authorization to enter
community(when necessary)
• Presentation to members(if
applicable)
• Observation of interactions.
• Selection of discussions.
• Engagement with community
members.
• Building of classification system.
• Codification.
• Synthesis.
• Elaboration of final report.

7. A CONSTANTLY CHANGING WORLD
CALLS FOR NEW REASEARCH TOOLS.
AND WE KNOW THAT.
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