Today we announced the launch of, the first community of its kind for marketing research academics and industry practitioners to discuss and share best practices around this new methodology designed to understand consumers by observing their online conversations. was co-founded by marketing anthropologist and the originator of netnography, Professor Robert Kozinets. The site was created to provide a global community that will drive the awareness, understanding, and innovation of this emerging method. Netnography is a way to conduct ethnographic research on the Internet. Observing people’s social interactions on the Web has opened the door for market researchers to go beyond just social listening and monitoring “buzz” to the next generation of social media analysis and understanding, which involves genuine cultural insight.

As a sponsor for the forum, NetBase supports the mission of netnography, which brings significant benefits to researchers in terms of speed, lower costs and insights from the social web. Social media is changing rapidly, and there are very few published best practices on netnography. That’s why we created a new community to bring these methodologies and tools together around a lively dialogue that captures successful use cases. And since netnography is the study of online communities, it seemed only logical to provide an online community for its discussion.

If you’re interested in joining this free community or getting more information, visit