SMM research companies use netnography techniques to provide useful insights for understanding online consumer groups. Netnography is a naturalistic, immersive, descriptive, and multi-method approach to online marketing research that is faster, simpler, and less expensive than traditional methods. It focuses on cultural insights and pays close attention to context. SMM research firms offer online surveys, interviews, and focus groups to draw conclusions about online communities and understand expressed attitudes, meanings, and consumption patterns.