Mixing It Up

People shopping for a professional blender are faced with a tough decision between two excellent and very similar products, the Blendtec and the Vitamix. Judging from the dozens of articles (and even videos) on the web comparing the two, this is a choice that has true...

WIMI—A Kindred Spirit

“Many businesses today are depending on the potential for real-time data, generated from interactive media sources, to uncover insights that enable them re-design their products and services to more accurately meet customer needs. Firms also appreciate the richness of...

Chick-fil-A Netnography

I started this netnography on Chick-fil-A while eating in one of their restaurants in Colorado. A restaurant chain headquartered in College Park, Georgia, that specializes in chicken entrées, Chick-fil-A is the second-largest chicken-based fast-food chain in the...

Divided Opinions on Peeps

Peeps are a much-loved marshmallow treat produced by the folks at Just Born in Bethlehem, PA. One person I know likes them best when they’re fresh, but his sister maintains they’re best stale, and are only worth eating after they sit on her desk with the box...

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...