Here at NetBase, we are coming to the end of another exciting month. We have made some great strides in terms of product innovation, adding the Brand Focus Wizard, the most requested feature yet for ConsumerBase. Now our customers can quickly exclude ambiguous terms from query results. We are also incredibly excited about our growing customer base, and welcome new customers including JD Power and CMI Research. We are wrapping up October this week with a trip to the Big Apple [...]

Today we continue our series of posts on social marketing hosted by Offerpop CMO and Evoke CRM founder Allen Bonde and featuring NetBase Founder and CEO, Jonathan Spier.  In this episode we’ll look at accuracy in social media monitoring and analysis, what it means, and how it determines whether you are seeing the whole picture (or not) when it comes to sentiment and behavioral analysis.  We hope you’ll join in the conversation by commenting below and thanks for tuning in! [...]

One of our customers pointed out that our theme charts (the pie charts we create to illustrate case studies) are examples of using grounded theory. Here’s an example of a chart: Grounded theory, according to Wikipedia, “is a research method that operates almost in a reverse fashion from traditional research and at first may appear to be in contradiction of the scientific method. Rather than beginning by researching and developing a hypothesis, the first step is data collection, through a [...]

Our third fall release is now live with the most requested feature from our users: brand query disambiguation. Many organizations have ambiguous brand names like Tide, UPS and Visa. The new Brand Focus Wizard is designed to reduce the time and effort required to refine a topic. We also added a completely redesigned support portal.

In my Listerine netnography, dated February 2010, I found that “too harsh” was the most common complaint about Listerine. My hypothetical recommendation was to introduce Listerine with Soothing Power. (I should repeat that NetBase has no affiliation with the makers of Listerine; we just wanted to create a public case study.) So in the drug store the other day I saw … Listerine Zero—no alcohol, less harsh. I don’t know for sure when the product was launched, but it appears [...]

Halloween is just around the corner, which means carved pumpkins on every doorstep, fake spiders weaving spooky webs across front yards – and lots and lots of candy. In preparation for the scariest night of the year, people across the country are stocking up on bags of candy so as not to disappoint a single trick-or-treater. In the spirit of the Halloween season, we decided to put ConsumerBase to work to figure out what the world of social media has [...]

When a phenomenon becomes important enough, it gets a name. So when you’re analyzing text for netnography and come across a name for a phenomenon, you know it must be important. Prior to that, it’s stories people tell. Here are some examples. Colony Collapse Disorder: Before it was called that, it had a series of names (like honey bee depopulation syndrome) World War I: Before World War II, it was called the Great War The Holocaust: Before it got that [...]

Today we continue our series of posts on social marketing hosted by Offerpop CMO and Evoke CRM Founder Allen Bonde and featuring NetBase Founder and CEO, Jonathan Spier.  In this episode we’ll look at Word-of-Mouth Marketing, and how accurate understanding of sentiment and what customers say can and should shape our messaging and dialogue.  We hope you’ll join in the conversation by commenting below and thanks again for tuning in! Allen:  Hi Jonathan, last time was a lot of fun, [...]

If you’re interested in developing the science behind the emerging market research technique of netnography, then you should check out the PhD program at the Schulich School of Business, York University. Information about the PhD program: http://www.schulich.yorku.ca/phd Deadline fast approaching… Michael Osofsky Ideas still in the works and the latest thinking on Innovation and Netnography from Michael Osofsky, NetBase Chief Innovation Officer.

Our second fall release is now live with another enhancement to the timeline widget for seeing relative changes, on a percentage basis, compared to the top 100 brands on the web. This will enable you to identify how your brand trends in comparison to a brand index similar to the Standard & Poor’s 500 index.