Martha Stewart Netnography

Where to begin with Martha Stewart, “Queen of All Things Domestic”? She’s a person, of course, but she’s also a brand. She’s been a model, stockbroker, caterer, author and TV and radio personality, and is the founder of the multimedia and merchandising empire called...

Texas Roadhouse Netnography

Most consumers think Texas Roadhouse is doing a good job with steaks and other dishes, but many wish they would turn the music down a notch or two. And please do something about those long waits. Texas Roadhouse is a casual dining restaurant chain that first opened in...

Recipe for the Ideal Supermarket

We’ve used ConsumerBase to gather and analyze consumer opinion in order to publish netnographies on five large supermarket chains: Kroger, Publix, Safeway, Trader Joe’s, and Wegmans. This post combines findings from all five netnographies into a meta-analysis of the...

Finding Insights on Forums

I hear from NetBase customers that although Twitter is all the rage, and blogs have been around since the early 2000s, it’s in forums—the Internet equivalent of the old message board—where one gets the most transparency into people’s lives. Why do people join a forum?...

Wegmans Netnography

Wegmans Food Markets, Inc. is a 77-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, and Maryland. The family-owned company, founded in 1916, employs over 41,000 people, had 2010 sales of $5.6 billion, and is one of the largest...

Trader Joe’s Netnography

Trader Joe’s is a privately held chain of specialty grocery stores headquartered in Monrovia, California. As of December 2010, Trader Joe’s had a total of 353 stores. Approximately half of its stores are in California, with the heaviest concentration in Southern...

Kroger Netnography

Headquartered in Cincinnati, Ohio, Kroger is the nation’s largest traditional grocery retailer, employing more than 334,000 associates who serve customers in 2,461 supermarkets and multi-department stores in 31 states. The company operates under two dozen local banner...

Safeway Netnography

Safeway began in 1915 as a Skaggs store, owned by M.B. Skaggs, in American Falls, Idaho. In 1926, the company merged with 322 Safeway (formerly Selig) stores. In the 1930s, Safeway introduced produce pricing by the pound, dating on perishables to assure freshness,...