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Learning from the Insightful Few

As we were developing ConsumerBase, one of our customers said to us, “We can’t find any technology that helps us answer our research questions.” We asked for an example of a research question and they said, “More and more men are wearing beard stubble. Why?” When we...

Lenses for Netnography

Online researchers are beginning to see the value of replacing focus groups and questionnaires with netnography, which is the online version of traditional ethnography. ConsumerBase is a valuable tool for a key element of netnographic research—namely, discovering...

You Can’t Read It All

“Do I need a tool to do netnography? Why can’t I simply read all the relevant blogs and forums on the question I’m researching?” If you’re a researcher doing netnography for the first time, that might seem like a sensible approach. Well, you could do it yourself—if...

Houston, We’ve Had a Problem

“Houston, We’ve Had a Problem”–That’s what Apollo 13 astronaut Jack Swigert famously said to Mission Control on April 13, 1970. It’s dramatic, but as a description of a problem, it’s not very useful. If I had been in Houston, I would have been like...