Consumers making product & brand choices are increasingly turning to computer-mediated communication for information on which to base their decisions. Besides perusing advertising & corporate websites, consumers are using newsgroup, chat rooms, email & other online formats to share ideas, build communities & contact fellow consumers who are seen as more objective information source.
Marketing researchers use a variety of methods to study consumers. NETNOGRAPHY is one such qualitative & explorative research approach to analyse the consumer dialogue in online communities in order to gain unbiased consumer insights. These consumer insights in turn are converted into solutions. If these solutions are implemented in the product or service , it can capture lot of market.
My seminar focuses on research methodology tool , Netnography, the procedure to conduct Netnograhy online along with the example of Apple i-pod nano, the various online solutions which do this Netnography survey along with the case of Listerine and finally the review of netnography, its scope and limitations , conclusion and the ethical considerations to use this tool to survey online communities.
Die Präsentation beschreibt die Ansätze Design Thinking, Design Sprint, Lean Startup/UX und wie diese Methoden in der agilen Softwareentwicklung eingesetzt werden können.
Die Präsentation beschreibt die Ansätze Design Thinking, Design Sprint, Lean Startup/UX und wie diese Methoden in der agilen Softwareentwicklung eingesetzt werden können.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
UX STRAT Online 2021 Presentation by Rina Tambo JensenUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Incorporate Mixed Methods Research"
Rina Tambo Jensen
The study of consumer behaviour helps marketers and experts to recognize and forecast and predict the purchase behaviour of the consumers while they are purchasing a product. The study of consumer behaviour helps the marketers not only to understand and consider what consumer's purchase, but helps to understand why they purchase and needs and wants of consumers.
Business Model Generation: Business Model Canvas + Design ThinkingSiddhant Choudhary
A business model describes the rationale of how an organisation creates, delivers and captures value. This ppt runs you through basics of business model generation.
El Pensamiento de Diseño (Design Thinking)
demuestra la importancia de diseñar teniendo en cuenta necesidades individuales, generar amplitud de ideas
antes de tomar decisiones y ensayar prototipos
con visitantes reales antes de implementar soluciones.
Create a User Experience Mindset Within Your Organization by Conducting Custo...UXPA International
A Customer Experience Journey Map is a very useful tool to understand and improve customer experience. It allows organizations to develop a user experience mindset and gain better insights into customer’s needs. It helps identify key Moments of Truth and drive actionable priorities to improve a product or innovate on creating new products.
When you involve stakeholders in creating a Journey Map, they “walk in the customer’s shoes” and know the story of customer experience. They start telling this story to themselves and others in the organization. The customer stories and insights gained from the Journey Map lead to
identifying actionable items aligned with organizational strategy
prioritizing initiatives
uniting the cross-functional team to take action on the findings
creating better user experiences
In this presentation, you learn
What Customer Journey Mapping is
Why it is important
What is the process for conducting it
How to create a user experience mindset within your organization
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
The March 2017 event featured a talk by business designer Christian Rudolph on service design for the circular economy. Christian runs the consultancy ‘next cycle’ and focusses on resource-intensive business models in his work.
Recently, IDEO and the Ellen McArthur Foundation released their Circular Design Guide which introduced more designers to the approach. So it was time for us to discuss the concept’s implications for service designers. Christian has years of experience in consulting industry heavy-weights like Philips and BASF, and helping them transform from linear product-focussed to circular service-oriented businesses. The evening event took take place on Wednesday, March 22nd.
Using Social Media in the Chinese Online Travel MarketDr Matt McDougall
This Presentation was the keynote for the 3rd Network Tourism Festive, held in Wenzhou China.
China is one of the largest tourism market in the world. Thanks to the increasing in income and public holidays, Chinese now have both money and time to make a trip.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
UX STRAT Online 2021 Presentation by Rina Tambo JensenUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Incorporate Mixed Methods Research"
Rina Tambo Jensen
The study of consumer behaviour helps marketers and experts to recognize and forecast and predict the purchase behaviour of the consumers while they are purchasing a product. The study of consumer behaviour helps the marketers not only to understand and consider what consumer's purchase, but helps to understand why they purchase and needs and wants of consumers.
Business Model Generation: Business Model Canvas + Design ThinkingSiddhant Choudhary
A business model describes the rationale of how an organisation creates, delivers and captures value. This ppt runs you through basics of business model generation.
El Pensamiento de Diseño (Design Thinking)
demuestra la importancia de diseñar teniendo en cuenta necesidades individuales, generar amplitud de ideas
antes de tomar decisiones y ensayar prototipos
con visitantes reales antes de implementar soluciones.
Create a User Experience Mindset Within Your Organization by Conducting Custo...UXPA International
A Customer Experience Journey Map is a very useful tool to understand and improve customer experience. It allows organizations to develop a user experience mindset and gain better insights into customer’s needs. It helps identify key Moments of Truth and drive actionable priorities to improve a product or innovate on creating new products.
When you involve stakeholders in creating a Journey Map, they “walk in the customer’s shoes” and know the story of customer experience. They start telling this story to themselves and others in the organization. The customer stories and insights gained from the Journey Map lead to
identifying actionable items aligned with organizational strategy
prioritizing initiatives
uniting the cross-functional team to take action on the findings
creating better user experiences
In this presentation, you learn
What Customer Journey Mapping is
Why it is important
What is the process for conducting it
How to create a user experience mindset within your organization
A presentation on the much confusing area of insight development specifically in relation to the area of marketing communications.
What is an insight, why useful and how can they be created
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
The March 2017 event featured a talk by business designer Christian Rudolph on service design for the circular economy. Christian runs the consultancy ‘next cycle’ and focusses on resource-intensive business models in his work.
Recently, IDEO and the Ellen McArthur Foundation released their Circular Design Guide which introduced more designers to the approach. So it was time for us to discuss the concept’s implications for service designers. Christian has years of experience in consulting industry heavy-weights like Philips and BASF, and helping them transform from linear product-focussed to circular service-oriented businesses. The evening event took take place on Wednesday, March 22nd.
Using Social Media in the Chinese Online Travel MarketDr Matt McDougall
This Presentation was the keynote for the 3rd Network Tourism Festive, held in Wenzhou China.
China is one of the largest tourism market in the world. Thanks to the increasing in income and public holidays, Chinese now have both money and time to make a trip.
La sociedad esta inmersa en un cumulo de informaciones, decidir como evoluciona la tecnología y como nuestro ser se ve involucrado a pasos gigantescos y sin limite de tiempo.. es una decisión al cambio.
All request please fwd to wah17@yahoo.com.My linkedin is wah17@yahoo.com.A copy of the full research is here:
http://www.scribd.com/share/upload/4814477/2dx6gqho7w9gwvvrwbhq
Advertising expert Chuck Nau used these handouts during his one-day session focused on online advertising for community newspaper publishers. The workshop was hosted by the Texas Center for Community Journalism and underwritten by the Texas Newspaper Foundation.
Digital Marketing presentation for Boston University 11.17.11Charles McEnerney
61 slides from my presentation to Janet Bailey's class for "New Technologies for Marketing the Arts," on Thursday, November 17th, 2011 in Boston, Massachusetts. Updated from earlier presentations. It's good...and good for you!
Social Media Tracking Effectiveness #Csm Hubert Grealish Tom Tom 181110Hubert Grealish
Short five - ten minute strategic summary on how companies can approach new media communications and product information. As shared at 2010 Corporate Social Media Summit in London November 2010.
Social Media Analytics: The Value PropositionContent Savvy
Rohini K. Srihari delivers her powerful presentation at the KDD 2010 Workshop on Social Media Analytics.
Overview:
-What is Social Media?
-Value Proposition: Why mine social media?
-Business Analytics
-Counterterrorism
-Challenges
-Technology, Challenges
-Multilingual social media mining
Brands will need to create content that engages and “reaches” consumers across channels, provide valuable services over mere advertising and master an increasingly complicated and expansive content distribution model. And, of course, they will need to rethink the way they create relationships (or conversations) with
consumers before it’s too late.
Podcasting is gaining widespread popularity as knowledge of this new content format penetrates the public consciousness. However, only a select group of hosts are being discovered or listened to (and hence, enjoying success). This project aims to innovate for and improve gender equality in the podcasting format, asking how might the discovery of relevant content for podcast listeners be redesigned to challenge the current model of charts and categories. Using the Research through Design methodology to explore this question, this work builds upon an ethical foundation, and primary and secondary research to create an intervention in the form of a mobile application. The resulting prototype, a mobile application, was tested with a range of end-users and refined. The findings suggest that listeners’ key needs when discovering new content are curated recommendations and a sense of trust.
Social media research of the future is here right nowThinkNow Research
As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.
You are about to read Kendall Matthews book review of Chuck Hemann & Ken Burbary's work on understanding consumer data.
Key points are going to be:
*How To Prioritize--because you can't measure, listen to, and analyze everything
* When to Use analysis to craft experiences that profoundly reflect each customer's needs, expectations, and behaviors
* Why Measure real social media ROI: sales, leads, and customer satisfaction
Share this in-depth book review with a friend and follow me to have more book reviews sent to your email box.
Follow me @KendallMatthews
Measuring Value Of New Media Channels While Combining Them With Traditional C...Shael Sharma
4th Annual Corporate Communications ForumBombay 14-15 May’09:
Measuring Value Of New Media Channels While Combining Them With Traditional Channels To Manage Reputation In A Digitally Connected World
The Web has always been about people, but in a Web 2.0 world, this is taking on new meaning. Giving your users more control and influence over your site unveils a whole new set of opportunities — and a whole new set of challenges. How are user ratings and reviews, tagging, editorial control, user-generated content, and social networking changing the way you should be thinking about your site? How are sites dealing with negative user contributions? What does all of this mean for how you design and build your site? Come take an entertaining tour through the social wonderland of Web 2.0 and learn what it means for you. Presentation by Steve Mulder.
Transportation is the movement of products from one node in the distribution channel to another.
Types of transportation are explained in detail in the presentation
JUST-IN-TIME/JIT is an approach which seeks to eliminate all sources of waste, anything which doesn’t add value in production activities, by providing the right part at the right place at the right time .
A global supply chain is made up of the interrelated organizations, resources, and processes that create and deliver products and services to end customers. In the instance of global supply chains, it is extended around the world
Any company that uses parts and services from another factory overseas faces issues with global supply chain management
Impact of globalization on organizational behaviourRaj Shravanthi
One of the other major environmental context impacting organizational behavior is globalization.
Today, well-known U.S.-based multinational corporations have more than half their assets overseas.
With trends toward similar clothes, entertainment, material possessions, and recognition that English is the international business language, people around the world still think and behave in different ways.
The starting point of how the globalization environment affects and is affected by organizational behavior is culture.
Benchmarking is needed to achieve the business and competitive objectives and essentially involves imitating the performance of best in class organizations/ processes. It is time and cost saving as there is no reinventing the wheel
Neuro-linguistic programming (NLP) is a set of techniques, axioms and beliefs, that adherents use primarily as an approach to personal development. NLP was influenced by the ideas of the New Age era as well as beliefs in human potential.
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
Exploiting Artificial Intelligence for Empowering Researchers and Faculty, In...Dr. Vinod Kumar Kanvaria
Exploiting Artificial Intelligence for Empowering Researchers and Faculty,
International FDP on Fundamentals of Research in Social Sciences
at Integral University, Lucknow, 06.06.2024
By Dr. Vinod Kumar Kanvaria
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Synthetic Fiber Construction in lab .pptxPavel ( NSTU)
Synthetic fiber production is a fascinating and complex field that blends chemistry, engineering, and environmental science. By understanding these aspects, students can gain a comprehensive view of synthetic fiber production, its impact on society and the environment, and the potential for future innovations. Synthetic fibers play a crucial role in modern society, impacting various aspects of daily life, industry, and the environment. ynthetic fibers are integral to modern life, offering a range of benefits from cost-effectiveness and versatility to innovative applications and performance characteristics. While they pose environmental challenges, ongoing research and development aim to create more sustainable and eco-friendly alternatives. Understanding the importance of synthetic fibers helps in appreciating their role in the economy, industry, and daily life, while also emphasizing the need for sustainable practices and innovation.
Acetabularia Information For Class 9 .docxvaibhavrinwa19
Acetabularia acetabulum is a single-celled green alga that in its vegetative state is morphologically differentiated into a basal rhizoid and an axially elongated stalk, which bears whorls of branching hairs. The single diploid nucleus resides in the rhizoid.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
5. Netnography :
“A type of online or internet,
ethnography; Netnography provides
guidelines for the adaptation of
participant-observation procedures
to the contingencies of online
community and culture that manifest
through computer-mediated
communications. “ - (Kozinets,
2010)
14. Product
related
results
•`Source for product innovations and product modification
•Identification of user innovations and product prototypes
•Visualized product- and service solutions
•Qualitative evaluation of market potential, trends,
opportunities and risks
•Definition of core values and unique selling propositions
•Insight based positioning strategies
Brand related
results
•Explorative derived brand & product positioning
dimensions
•Brand comparisons and Best Practices
Target group
related
results
•Qualitative triangulation of existing target group
definitions
•New market and consumer segmentations
•Insights in use cases and area of usage
•Identification of Lead Users, Opinion Leaders and Early
Adopters
Communicati •Qualitative consumer feedback on communication
Result Dimensions Of
Netnography
15. Netnography For Brand
Management
Do you know where your customers are (logged
on)?
Source : ‘Netnography For Brand Management: Case Of Ipod Nano’ by Angelin
16. Consider the ipod nano…
What can a brand manager
Learn via a netnography?
What type of sites can a
brand manager go to gather public
opinion on their product/brand?
17. netnography sources
Corporate website
Advertisements (sponsored links, banners)
News sites (wsj; cnn.com)
E-commerce sites (Amazon)
Rating and referral sites (epinions.com,
bizrate.com, Zagat, Shopping, mySimon)
Community sites, discussion boards
Consumer webpages & weblogs
= eWOM! (Electronic Word of Mouth)
Word-of-mouth is THE driver of
growth
18.
19.
20.
21.
22.
23.
24.
25. Uses :
1. competitor/swot analyses
“I don't like the iPod,
period. There are
superior products out
there, have been for quite
some time. I have gotten
shit for quite some time
from a number people
because I promote other
things that outclass the
iPod in every
measureable way, except
shiny. The people have
finally spoken, its
vindication for those of us
that do actual research
and don't follow trends.”
“Maybe if the average
American wasn’t technology
retarted the iPod video
would be priced so HIGH!.
Wow apple your sooooo
inovative you created
something that has been out
by the brand Creative for
only 4 years lol.”
“Geez, and a PSP goes for
$250, + an additional $99 for
1GB of storage, bought
seperately. Sony SUCKS!!”
26. 2. product design
“The smaller the screen to
watch movies, the more of
a headache u will get!”
“I don't even want to image
trying to read subtitles on
something like that for an
extended period of time... it
just massacres my eyes.”
“Is it just me or is the
screen a bit too small for
$300 US? There are bigger
screen devices out there
that are cheaper, and can
play more than the ipod
“That's a bloody small
screen, especially in
comparison to the PSP's
which is 4.3 inch 16:9
widescreen. I'd rather spend
my money on something that
plays movies and won't
make me blind.”
“It seems like a strange
design when the screen is
smaller then the click wheel.”
27. 3. trend forecasting
“Today, it's music videos and
TV shows, eventually movies,
but just like the original iPod
drove the Podcasting craze,
the new video iPod will drive
a homemade-video craze,
and sites that allow users to
quickly record or upload
video for sharing,
broadcasting, publishing - will
have to find a way to
integrate with the new iPod to
push that trend forward.”
28. e-tail side: iTunes trend
Nano’s success: sold 1 million in
just 17 days! Sold 6.5M last
quarter, halo effect, net $ 430M
iTunes Music Store $2, offers 6
shows (e.g., Desperate
Housewives & Lost)
2,000 music videos
6 short films from Pixar
free video podcasts
free movie trailers
29.
30. 4. usability
“I'm sure all the Apple geeks are peeing their pants
from excitement now, but seriously where would
one use this? The only use for the video feature
that I see is for people who spend a lot of their
time commuting via public transportation. You
won't use it at home, while driving or running, now
would you? I should hope not. Even while
commuting on the train or bus watching a movie
on a 2.5 inch screen is something that only
hardcore gadget freaks would enjoy.”
-Ranndino on 10/13/05 5:29 BST
37. Overview
This study is an analysis of consumers’ perception
of Listerine.
Source data:
Social Media - content on the Internet generated by consumers, e.g. blogs.
Quantitative analysis:
Amount of discussion about Listerine relative to other topics.
Consumer sentiment & passion about Listerine relative to other topics.
Drivers of consumer behavior in the mouthwash category.
Qualitative analysis:
Overall reasons consumers like or dislike Listerine.
Key insights about Listerine consumers.
38. Summary of Findings
Consumers most like Listerine’s germ-killing action.
The most prevalent complaint from consumers is that Listerine is too harsh.
Overall reasons given for liking and disliking Listerine are as follows (in rank
order):
Likes Dislikes
Kills germs Too harsh
Treats toenail fungus Toxicity
Good mosquito repellent Efficacy
Treats bad breath Taste
Treats acne Link to alcoholism
• Listerine has a tremendous number of off-label uses for personal
and home care based on its efficacy.
39. Research Approach
Use freely available consumer generated
discussions
(“Social Media”) to understand:
Overall positive/negative preference for Listerine.
Opportunities for leveraging likes and compensating
for or overcoming dislikes.
Investigations centralized on Listerine but
also included some related terms:
Specific flavors of Listerine
Related Listerine products, e.g. Listerine Strip
40. Social Media Sources for
Consumer InsightsInternet Forums
Online communities where
consumers post questions,
answers, comments, and general
discussions.
Forums are often associated with
particular topics such as hobbies,
geographies, sports, lifestyles,
illnesses, and more.
Blogs
Commentary or news on a
particular subject; other blogs
function as personal online diaries.
Some blogs allow readers to leave
comments, thus fostering
discussions like those found in
online forums.
Microblogs
Communication platforms where
users post short status
messages.
The most popular microblog
currently is Twitter.
41. How many “hits” are there for
Listerine?
The term Listerine is mentioned infrequently on social media.
Netflix is a good comparison since it is mentioned so much on the web.
Listerine is mentioned about as much as the major airlines.
43. What is the overall sentiment for Listerine?
As compared to other brands, consumer sentiment for Listerine is
moderate.
Photoshop and Comcast are reliable control variables for positive and
negative extremes.
50. Main Opportunities & Threats
The main positives and negatives were
analyzed for opportunities and threats.
Potential actions are proposed to address these
opportunities and threats.
51. Potential Actions
Insight
Opportunity: Leverage the voice of the customer
Half of all positive comments are
about Listerine’s core germ-killing
benefit.
Consumers have many ways they
talk about this though.
In advertising creative, have real
consumers talk about the benefits of
Listerine in their own language.
Emphasize killing germs over killing
bacteria since that’s the most
prevalent term, even though it’s not
that technical.
We have used Listerine for a while
because it seems to be the best at
cleaning and keeping the mouth and
teeth healthy.
Listerine is really great for protecting your
teeth from decay.
Listerine mouthwash was proven to be
effective in inhibiting the development of
plaque and in reducing gingivitis.
I also use Listerine to kill bacterias and
floss every night.
I heard Listerine kills h1n1 germs???
Oh yes gargle, Listerine kills germs!
Go and rinse it with listerine, listerine kills
the germs in your mouth, hence preventing
a ulcer .germs that brushing can't.
Listerine penetrates this film and kills the
germs that can lead to gingivitis and
other oral problems.
52. Potential Actions
Insight
Opportunity: New Listerine with Soothing Power
Develop a gentle version of
Listerine.
New product could be called
Listerine with Soothing Power.
Investigate one consumer’s idea of
a peroxide-based mouthwash. (hint:
use illumin8)
The biggest issue raised by
consumers is that Listerine is too
harsh.
This theme was 14% of negative
comments.
Listerine is too strong for me that it
sometimes had a tendency to hurt the sides of
my mouth.
There isn't the sting that you get from
Listerine, but you do feel.
listerine and other mouthwash brands have
strong chemicals to clean your mouth better
than toothbrush, but the same chemicals can
hurt our tongue and gums.
The listerine likely irritated it, it has a high
alcohol content.
@lordtrilink Listerine is oral death.
Sometimes... when the listerine is too strong
and I want the "sting" to stop.
It's pretty cool, and normally one can find
peroxide for less than a dollar a bottle,
whereas Listerine is quite expensive and
burns while peroxide does not.
JK The alcohol in the listerine could cause
soreness if you do it for too long though.
Listerine might be a little harsh.
53. Potential Actions
Insight
Opportunity: Toenail fungus treatment
Determine effectiveness of
Listerine for toenail fungus
treatment.
Introduce a toenail fungus
treatment “from the makers of
Listerine”.
The second most mentioned benefit
of Listerine is that it can be used to
treat toenail fungus.
This theme was 9% of positive
comments.
Listerine Nail Fungus Remedy - I have also
heard people saying Listerine footbaths can
cure toenail fungus.
Many toenail fungus sufferers recommend
using Listerine to help overcome the problem
without having to use other products, whether
they are prescription, over the counter or
other home remedies.
Listerine mixed with vinegar is also a
good solution you can use as foot soak to
treat toenail fungus.
Many people find that when it comes to
treating nail fungus Listerine and vinegar
combined offer even faster results.
Listerine is supposed to be one of the
biggest myths in nail fungus
treatments even though a lot of people
claim soaking their feet in it has
completely cured their nail fungus.
Vicks, Listerine, Epsom salts, and hydrogen
peroxide are also other options for a toenail
fungus cure although these have been met
with mixed results.
Listerine mouthwash is another common
way to try and treat toenail fungus.
If Listerine is deemed to be good for toenail treatment,
some non-believers will need to be informed.
54. Potential Actions
Insight
Opportunity: Mosquito repellent
Determine effectiveness of Listerine
as a mosquito repellent.
Publish a survival kit with Listerine
listed as not only a mouth wash but
also a mosquito repellent.
A commonly mentioned benefit of
Listerine is that it can be used to
repel mosquitoes.
This theme was 6% of positive
comments.
i heard Listerine is good for misquitos.
If Listerine is deemed to be good for repelling mosquitoes,
some skeptics will need to be informed.
A friend told me about killing mosquitos
with Listerine, at first, I thought it was a
joke, then a couple of weeks ago, I
sprayed Listerine on the areas where I was
bitten, the itch went away quickly.
Don't believe everything you read in a
chain letter, however, Listerine sprayed or
wiped on arms and legs do keep
mosquitoes away.
Buck and Judy sent in a tip about using
Listerine to repel mosquitoes.
Listerine is also good to spray on yourself
to keep the miskiters off you.
I heard one time about using Listerine to
repel mosquitoes, but I do not know if it
works for these nasty fleas.
The best way of getting rid of mosquitoes
is Listerine, the original medicinal type.
I am going to see if this rumor about using
Listerine to kill mosquitoes really works.
55. Potential Actions
Insight
Opportunity: Acne treatment
Determine effectiveness of
Listerine for acne treatment.
Introduce an acne treatment “from
the makers of Listerine”.
Some people use Listerine mouthwash as a
toner, because the menthol helps
inflammatory acne.
Many consumers talk about using
Listerine to treat their acne.
A few disputed the efficacy of this
practice.
This theme was 4% of positive
comments.
I heard that toothpaste and listerine can be
used to clear or reduce acne.
Listerine is useful for zapping your zits Q.
I read in a magazine that Listerine can
actually help reduce the redness of acne.
I can't offer you a
solution, but just
don't use Listerine
on your face.
If Listerine is deemed to be good for acne treatment, some
non-believers will need to be informed.
I have used Listerine for years to clear up
small blemishes.
Rubbing listerine on
the face helps you get
rid of spots...? you're
being gullible.
Do not use toothpaste or
Listerine!!!
56. Potential Actions
Insight
Threat: Alcohol abuse
Make a donation to Alcoholics
Anonymous or to science for
alcoholism research.
Do a Public Service Announcement
(PSA) about the importance of
getting treatment.
Promote Listerine’s efforts to fight
alcoholism.
Do a campaign to educate the market
on how little alcohol Listerine actually
contains.
A surprising number of people
complained about alcoholics
consuming Listerine.
This theme was 6% of negative
comments.
RT @SharonHayes @andycrash Just
threw away my wife's Listerine.
As you have realized, she might be abusing
Listerine for its alcohol content.
Well, Yeah, I'd Think.......it's not good
to chug a bottle of listerine either.
Can I get drunk by drinking listerine? […]
Judging it has a poison control number on my
bottle of Listerine, I don't recommend it.
We heard from another reader who
reported that her mother died of liver
failure, kidney failure and heart failure
after several years of secretly
drinking large amounts of Listerine.
Sister abusing Listerine needs immediate help.
So, instead of going to the store to buy their
alcohol, the drunks will now be storming
places such as Wal-Mart in search of that
special little bottle of listerine.
With an alcohol concentration between
21% and 26% w/v, it is possible to get
drunk off of Listerine, as
demonstrated by Coach Z. However,
the alcohol in Listerine is denatured,
which would cause him to regurgitate it
before the alcohol could take effect.
I don't know the alcohol content of Listerine but
depending upon the size of the bottle assuming
you even hold down the contents of that bottle
you could get drunk and/or throw up.
Understandable use of Listerine would be to
cover up the beer on the breath, but a lot of
alcoholics drink it to get drunk or get a buzz
off of it, not to mention that mouth wash
doesn't even compare to the cost of actual
drinking alcohol.
57. Potential Actions
Insight
Threat: Dries out mouth
Investigate the validity of the causal
connection drawn by consumers and
the media.
If deemed to be true, develop a new
formulation to address this problem.
If false, then Listerine should address
this better in public service pages like
this one:
http://www.listerine.com/healthy-
mouth-body-dry-mouth.jsp.
Several consumers complained that
Listerine dries out their mouth.
This is caused by the alcohol.
A dry mouth is believed to
exacerbate bad breath.
This theme was 3% of negative
comments.
Crest Pro Health mouth wash is a better
option than Listerine because it does not
have alcohol in it (which can dry out
your mouth).
It's ironic, but i suspect that Listerine at
night is bad for your breath, since it
contains alcohol => drys your mouth,
but you can't drink while you're asleep =>
excessive drying => bad breath.
The only problem with Listerine is that in
a documentary I saw on tv, they said
alcohol based mouth washes actually dry
out your mouth (because alcohol has a
drying effect) and in the long run can
cause bad breath.
According to my hygienist, the alcohol would
dry out your mouth-impeding
the natural mineralization of teeth from saliva
and possibly bad breath from a dry mouth.
Do not use listerine, it has alcohol in it and the
alcohol has a tendency to dry the mouth out.
Pro Health has no alcohol, because it is better
to fight bacteria and gingivitis does not dry out
your mouth, but told by another dentist, I was
using Listerine, because the alcohol, which is
the basis for the elimination of these bacteria
what happens with this.
58. Potential Actions
Insight
Opportunity: Effectiveness of Twice a Day campaign
Begin to measure effectiveness of
campaigns by looking for the
messaging among consumers
talking to each other.
Chuck Norris doesn't brush his teeth; he
simply pours Listerine into his vodka
twice a day.
Listerine and Reach created the “October
Oral Care Challenge” for kids 6 and older.
To complete the challenge, our family
had to brush, floss and rinse every day,
twice a day for two weeks. We currently
use, and have used both Listerine and
Reach products for years, so this was an
easy challenge for our family.
Listerine’s recent ad campaign
encourages people to use Listerine
twice per day.
Many consumers have not only
begun to do so, but they also have
begun to talk about it.
Lately, some others have been added:
gargle twice a day with warm salt water,
or Listerine; drink hot liquids, such as tea
and chicken soup, to ward off or diminish
virus proliferation in throat.
I brush my teeth 2+ times a day every
day, and I use Listerine.
Also brushing at least twice a day and
using Antiseptic mouthwash like Listerine
twice a day AM & PM.
I would start using Listerine 2 to 3 times
a day.
59. Insights for Ideation
Certain insights emerged from analysis of
other consumer comments that were less
frequent.
Those not deemed quantitatively significant
could be
studied further.
60. Potential Actions
Insight
Opportunity: Athlete’s foot treatment
Determine effectiveness of
Listerine as a treatment for
Athlete’s foot.
Introduce an Athlete’s foot
treatment “from the makers of
Listerine”.
Listerine is said to be effective at
treating Athlete’s foot.
Applying Listerine in this manner as a
remedy for athlete's foot is harmless for
youngsters and adults alike.
If you find that you have developed a
case of Athlete's Foot, Listerine can be
used to remove this stuborn foot fungus.
(An alternative is to use the vinegar
method and soak your feet two times
daily in Listerine, but this might be a
little costly!)
A good treatment for athlete's foot is to
pour Listerine on it.
There are many ways to get rid of the
troublesome foot fungus such as an
application of Listerine on a cotton pad
and applying it to your feet twice a day.
Listerine was better known as a
preventive measure for Athlete's foot as
a real deal.
61. Potential Actions
Insight
Opportunity: Hair care
Investigate the validity of this claim.
Introduce a line of hair care products
“from the makers of Listerine”.
People talk about the benefits of
treating their hair with Listerine.
Popular reasons for this include
treating head lice and dandruff.
Yellow Listerine enrich your hair growth
and threatens the dandruff.
For head lice use Listerine (original
flavor): Another remedy for treating
head lice is rubing listerine mouth wash
on your head.
And the try was worth it because after
drenching her hair with Listerine and
wrapping it in a ziplock bag (I don't own a
shower cap), I found 3 more dead lice in
her hair.
Joey Green recommends rinsing hair with
vinegar or Listerine mouthwash after a
regular shampoo to kill bacteria and
reduce dandruff.
Head lice remedy Dandruff treatment
62. Potential Actions
Insight
Opportunity: Listerine reminds me of Grandpa
Include a grandfather figure in
advertising creative.
Test whether emphasizing the
masculinity of Listerine (e.g. its
strong flavor) makes it more
appealing to some consumers.
A few consumers talked about their
emotional connection to Listerine.
Listerine tends to remind some
people of their grandfathers.
LISTERINE. This stuff is the smell of my
childhood hero, my Grandpa.
I've always made strong emotional
connections between smells and people.
For instance, the smell of Listerine still
reminds me of my grandfather (he died
when I was 7).
Generally, the idea of Listerine gives me the shivers. I think of the old school original
flavor that my grandpa used to use and want to run screaming
I buy Listerine because it reminds me of
Grandpa and whenever I see a caraway
seed, I can hear his voice.
For fun last week, I asked Art of Manliness
Facebook Fans and Twitter followers what
smells they thought were manly. […] And the
smell of a strong pot of coffee brewing also
brings back memories, that and the way the
old tan colored Listerine smells.
However, the connection to grandpa might not be a positive
association for all consumers.
63. Potential Actions
Insight
Opportunity: Prevent digestive problems
Investigate the validity of this claim.
If it’s deemed to be true, incorporate
this benefit into Listerine product
messaging.
Link Listerine to the trend in probiotics.
Bundle Listerine with a probiotic.
Emphasize that this benefit was
discovered by “you” the consumer.
A couple of people mentioned that
Listerine has digestive benefits.
They reasoned that digestive
problems stem from germs, so killing
germs in the mouth stops them at
the source.
Go and rinse it with listerine, listerine kills the germs in your mouth,
hence preventing a ulcer.
LISTERINE diluted with water or glycerine speedily relieves certain
fermentative forms of indigestion.
Possible Campaign
Bad bacteria Remove with Listerine
Good bacteria Replenish with probiotics
64. Potential Actions
Insight
Opportunity: Listerine for Gen-Y
Develop a special non-alcohol
based formula.
Market this formula to this segment
of tongue-piercing consumers.
Several people who have tongue
piercings recommended not using
Listerine as an aftercare treatment.
The alcohol in Listerine burns the
piercing they say.
You can use listerine, but it's not
recommended for oral piercings because the
alcohol in it is too harsh for the piercing.
Don't rinse with a harsh commercial
mouthwash such as Scope or Listerine, as
they can definitely irritate your piercing.
I'm not too sure but most likely since when i
first got my lip piercing ; i was told to not use
listerine because it would burn too much.
I went on google today to look up how to care
for the piercing and the first thing it said was
NOT to use any kind of listerine.
Again, listen to your piercer but I do strongly
advise against using Listerine or any
mouthwash with alcohol in it.
they tell you to use listerine but that
has alot of alcohol in it so if you
use it do half water and half listerine
that is what they told me when i got
my tounge pierced and be sure to
clean it after you do ANYTHING if
you smoke, eat, drink, or anything
else with your mouth be sure to rinse
it well or it will get infected.
65. Potential Actions
Insight
Opportunity: Personal Care
Investigate the validity of this claim.
Introduce a line of personal care
products “from the makers of
Listerine”.
Some consumers have found
Listerine useful for treating other
fungal infections.
Women have found it useful for
yeast infections.
Men have found it useful for treating
jock itch.
Ring worm, jock itch, and athlete’s foot
are all Tinea infections caused by nasty
little fungi called dermatophytes. […] To
freshen your breath and treat those
disturbed areas gargle and then spray
some Listerine on your problem areas for
another alternative treatment.
Although there are drugs and home
remedies for yeast infectio, the latest
method is the treatment with
pharmaceutical products like Lamisil
and Listerine.
I heard Listerine was good for a yeast .
The Yeast infection cure with Listerine is
one choice for your purpose.
Many folks have had success with old-
fashioned amber Listerine for jock itch.
That could explain why others report that
original formula Listerine works against
nail fungus, athlete's foot, jock itch and
"trucker's bottom" (whatever that is).
One can also apply Listerine to a sterile
cotton pad. This is then, gently rubbed
onto yeast infection twice a day. You
need not to rinse it.
66. Potential Actions
Insight
Opportunity: General topical antiseptic
Publish a survival kit with Listerine
listed as not only a mouth wash but
also a mosquito repellent, and a
general topical antiseptic.
Due to Listerine’s germ-killing ability,
several people mentioned the
benefits of using it as a topical
antiseptic agent.
LISTERINE is invaluable in obstetrics and
gynaecology as a general cleansing,
prophylactic, or antiseptic agent.
Listerine is a very good
antiseptic, which is effective in
fighting the infection.
LISTERINE is useful in the
treatment of the infectious
maladies which are attended by
inflammation of accessible
surfaces - as diphtheria, scarlet
fever and pertussis.
Does Listerine Kill The Bacteria
Underneath The Foreskin And
Does It Burn?
67. Potential Actions
Insight
Opportunity: Dissolves Suboxone
Investigate the effectiveness and
dangers of this practice.
If deemed to be beneficial, put up a
web page describing proper use of
Listerine for this purpose.
Promote the web page through
Google AdWords campaign on
“suboxone” and/or “dissolving
suboxone”.
Some patients who take Suboxone
find Listerine helpful for taking their
medication.
Suboxone must be dissolved under
the tongue and Listerine accelerates
the dissolving.
Suboxone is used to treat opiod
addiction. (link)
When I take mine I brush my teeth and put listerine in my mouth, then spit it out. Right after
that I put my suboxone in my mouth, dissolve and crap, then iv'e been mixing it up with the
spitting and swallowing. Sometimes I swallow but recently iv'e been spitting because I feel it
has been working better. I use the listerine because it helps dissolve the suboxone
faster. I swish the spit around and let it sit for a while and then I spit it out, if anyone knows
any other ways to take it please let me know, so far this is working well.
Using a couple of drops of scope or listerine works well for this. It dissolves the pill
quicker along with covering up some of the nasty taste. But like I said ONLY a couple of
drops, any more than that will probably be too painful to hold in your mouth for ten minutes.
How to take
SUBOXONE enters the
bloodstream from under the
tongue. (link)
My example schedule is:
1. Take all the inhibitors an hour before my dose with 50mg benadryl.
2. Crush up my amount and add a few drops of vodka then mix the solution.
3. Swish Listerine all throughout my mouth for 2 minutes.
4. Pour Buprenorphine + Alcohol solution under my tongue and let it absorb for 15 or so
minutes (longer is better).
68. Potential Actions
Insight
Opportunity: Make glue for Kanzashi
Develop a germ-killing wash
suitable for rinsing rice, fresh fruits,
vegetables, etc.
Similarly, develop a rinse for home
craft hobbyists who need to
disinfect raw materials found in
nature.
One person wrote an article about
making glue for Kanzashi in which
Listerine was used.
The Listerine disinfected the rice
used to make the glue.
Cook 2 cups of rice (follow the instructions on the packet), onced cooked add
an additional half a cup of water and a tablespoon of listerine (mouthwash)
and let it set over night. Not only will the rice become easier to blend the next
day, the listerine also makes sure to kill any germs.
http://peachypan.com/help.php?section=tutes
69. Potential Actions
Insight
Opportunity: Other Novel Uses
There are a tremendous number of
novel uses identified by consumers
for Listerine.
Human uses are as diverse as
healing blisters and preventing
snoring.
Listerine is also used for pets,
plants, carpets, and even washing
machines.
Gargling with raspberry tea, turmeric,
sage, lukewarm salt water, and Listerine
can help ease a sore throat.
So I use those Listerine strips to simulate
the flavor of menthol in the cigarettes I used
to smoke.
I just bought a bottle of Listerine mouth wash.
No, not to gargle, but to treat my tooth-
brushes. I just read an article that says it will
kill millions and millions of microbes that have
taken residence there in the brush of the tool
I use in my mouth every day.
One husband, for instance, gave his wife
a heating pad, Listerine breath strips and
generic nasal strips to prevent snoring.
Listerine is a powerful antiseptic that can
actually heal painful blisters.
Anti-microbial mouthwashes such as
Listerine have also been shown to treat
canker sore pain safely.
Ease sore throat
Treat canker sore
Prevent snoring
Heal blisters
Smoking cessation
Clean toothbrush
Listerine helps kill the bacteria that cause
perspiration odor. Dab it under your arms.
(not sure I'd try that one)
Deoderant
Provide website information on off-
label uses, whether or not they’re
effective and/or dangerous or harmful.
Offer a forum similar to the WD-40
2000+ uses site (link), where
consumers can talk about their
questions about Listerine.
OTHER NOVEL HUMAN USES
70. OTHER NOVEL NON-HUMAN USES
Potential Actions
Insight
Opportunity: Other Novel Uses (cont.)
Provide website information on off-
label uses, whether or not they’re
effective and/or dangerous or harmful.
Offer a forum similar to the WD-40
2000+ uses site (link), where
consumers can talk about their
questions about Listerine.
There are a tremendous number of
novel uses identified by consumers
for Listerine.
Human uses are as diverse as
healing blisters and preventing
snoring.
Listerine is also used for pets,
plants, carpets, and even washing
machines.
Spraying plants with a mixture that is 1 part
Listerine and 1 part water has been known to
make plants unpalatable to aphids.
Listerine can be used to clean the floor, to
wash and shine your car wheels and tires
since it has fluoride.
Eliminate mildew odors. Wipe with
full-strength Listerine.
Likewise, many home remedies
circulate the Internet targeting
specific carpet odors such as using
solutions containing ingredients as
varied as vinegar, Listerine, or
hydrogen peroxide.
I used listerine on his paw because dogs are
supposed to not like the taste and it helps
with swelling, but he liked the taste of it and
just licked it even more!
Rid plants of aphids
Pet care
Shine wheels
Remove carpet odor
Eliminate mildew odors
Jerry Baker, author of The Impatient
Gardener, suggests mixing one cup
Listerine, one cup Epsom salts, one
cup liquid soap, and one cup ammonia
in a one-quart jar, filling the rest of the
jar with beer.
Fertilize lawn
Disinfect a washing machine at a laundromat.
To avoid getting germs from another
family, wipe off the surface of the machine
with Listerine and add one-half cup Listerine
to the wash cycle to disinfect the machine.
Disinfect washing machine
71. Summary of Insights &
Opportunities
Overall, consumers have a
somewhat moderate view of
Listerine.
Consumers most like Listerine’s
germ-killing action.
The most prevalent complaint
from consumers is that Listerine
is too harsh.
Listerine has a tremendous
number of off-label uses for
personal and home care based
on its efficacy.
Top opportunities:
• Soothing Power flavor
• Toenail fungus
treatment
• Mosquito repellent
• Listerine for Gen-Y
• Unique uses forum
72. Example Of A Netnography
Product
How Campbell's and other
marketers are using the tools of
anthropology online.
SOUP STORIES: To relaunch its
Campbell's Kitchen site, the
packaged-foods giant used
netnography to study online
customer behavior.
Source : Business
Netnography: The Marketer's Secret Ingredient
Thursday, October 14, 2010
By Robert V. Kozinets
73. Review of netnography:
Advantages
◦ Large sample possible
quickly
◦ Immediate analysis
◦ Considerably cheaper
◦ Transcripts
◦ Sensitive topics
Disadvantages
◦ Identity validation
◦ Loss of non-verbals
◦ Loss of intangibles (silence, tone of
voice)
◦ Compensate with emoticons :-)
◦ Cookies controversy
◦ Reliability and integrity of information
◦ Shoulder surfing distortions
◦ Information Overload
74. References : (Books)
Netnography: Doing Ethnographic Research
Online
(2010, Robert Kozinets)
Virtual Ethnography (2000, Christine Hine)
75. References : Journals
‘The Field Behind The Screen:Using Netnography For Marketing
Research In Online Communities’ by Kozinets Robert V,Journal Of
Marketing Research; Feb 2002;Pg 61
‘Netnography: An Emerging Method Of Marketing Research- A
Conceptual Study’ by Dr Sapna Rakesh & Swati Singh; Indian Journal Of
Marketing(august 2011), Pg 47
Social software practices on the internet:Implications for the hotel
industry by Mridula Dwivedi etal,Institute for International Management &
Technology, Haryana, India
‘Virtual Speaking- Customer To Customer Communication In Blogs’ by
Carol Kelleher; Journal Of Applied Management And Entrepreneurship;
Jul 2010 ; pg4
Community Based Innovation: How To Integrate Members Of Virtual
Communities Into New Product Development by Johann Fuller
(Springer.Com)
Satisfaction with Online Commercial Group Chat: Willemijn M. van
Dolen etal , Journal of Retailing 83 (3, 2007) 339–358
Netnography research:Community insights in the cosmetic industry by
,Michael Bartl Steffen Hück & Stephan Ruppert
‘Applying Netnography To Market Research: The Case Of The Online