The document discusses netnography, an explorative qualitative research approach used to analyze consumer dialogue in social media. Netnography involves non-obtrusively observing and listening to online conversations to gain a deep understanding of consumer needs, solutions, and innovations. It is compared to web monitoring, which uses tools and technology to aggregate and analyze large amounts of quantitative data. Netnography provides less biased and more natural consumer insights than traditional research methods. Examples of netnography studies on sunless tanning and coffee communities are presented.

1. NETNOGRAPHY vs. Web Monitoring
= “Qual. VS Quant. ?”
Steffen Hück
HYVE Innovation Research Lab

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. 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. Netnography – Benefits of Observation and Listening
observe-and-listen research
unobtrusive explorative
Less-biased Fresher
Insight Insight

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. 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. Netnography – qualitative research
“Not everything that counts
can be counted.”
(Albert Einstein, Scientist)

8. Netnography – from „qualitative research VS. quantitative research“
Qualitative Quantitative
Research Research

9. Netnography – to „qualitative research AND quantitative research"
Qualitative Quantitative
Research Research

10. Netnography – Netnography VS. Web Monitoring
UNDERSTANDING READING
before before
MEASURING COUNTING
INDUCTIVE DETAILED
before before
DEDUCTIVE AGGREGATED

11. Netnography – Netnography VS. Web Monitoring

12. Netnography – Netnography VS. Web Monitoring
Netnography Web Monitoring
(Method & Process) (Tool & Technology)

13. Netnography – Netnography AND Web Monitoring
Netnography Web Monitoring
(Method & Process) (Tool & Technology)

14. NETNOGRAPHY
USER INNOVATIONS in „Sunless Tanning“ communities

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. Beiersdorf – Sunless Tanning: Identify Special User Groups

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. Beiersdorf – Sunless Tanning: Identify Special User Groups

19. Beiersdorf – Sunless Tanning: Identify Special User Groups
Cosmetic applicators
Professional tanning booth „mystic tanning“
Adjustable professional airbrush pistol

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. Beiersdorf – Sunless Tanning: Identify Special User Groups
Challenge of De-Tanning
Tanning Desasters
Racoon Eyes

22. NETNOGRAPHY
USER INNOVATIONS in „Coffee“ communities

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. 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. Netnography – USER INNOVATIONS in „Coffee“ communities

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. 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. 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. NETNOGRAPHY
USER INNOVATIONS in „Basketball“ communities

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. Adidas – Basketball: Early Trend Identification in Social Media
Date: 2008
Date: 2004

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