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Silk Soymilk Netnography

De gustibus non est disputandum. The notion that you can’t win an argument about matters of taste has been around so long it’s a Latin maxim. And the theme charts for Silk Soymilk illustrate the point: Some consumers really like the product’s taste and consistency,...

Cricut Netnography

Crafters generally like the results they obtain with their Cricut machine and cartridges, but many find the device and add-ons expensive. A percentage of commenters also have buyer’s remorse: they swallow hard and buy the machine, which they consider expensive, then...

Democratizing Market Research

I recently heard on NPR about an interesting book, The Man of Numbers, by Keith Devlin. Here’s a passage from the article about the book that caught my attention: “They recorded everything in good old Roman numerals and if they wanted calculations, they went down the...

iPad 2 Camera Netnography

Our netnography of the camera feature in the iPad 2 shows that consumers were looking forward to it and saw it as a reason to buy or upgrade. Unfortunately, once they got to use the cameras, many were disappointed with the feature because of the poor quality and...

T.G.I. Friday’s Netnography

Today is Friday—What better day to post our netnography of T.G.I. Friday’s? More so than other restaurants in the casual dining segment, T.G.I. Friday’s wants to be known for its ambiance and vibe more than for its food. The company’s “brand promise” is “In Here...