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Staying Grounded

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...

Anticipating Listerine Zero

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...

Ph.D. in Netnography

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:...

Comparing Leading Hotel Chains

Like all brands, hotel chains work hard to create a positive brand image in the minds of consumers. Components of brand image for hotels include price, amenities, customer service, location, and so on. Individuals staying in hotels while traveling for business or...

Announcing netnography.com

Today we announced the launch of netnography.com, 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...

Asking the World

I’ve had some back trouble in the past year and was thinking about getting a new mattress, so I decided to do a ConsumerBase analysis of the Tempur-Pedic brand. I wanted to see what other people thought of the mattress before I made the purchase. In the past, I would...