1-855-SOCMROI (1-855-762-6764) info@netbase.com

Luxury Customer Care: Capturing Next-Level Engagement

Longevity no longer equals loyalty – if it ever did. Luckily, luxury brands in all stages of growth can use predictive capabilities to stay ahead of demanding consumer needs and edge out competitors. Here’s how. Create a Share-Worthy Experience If you want social...

Insights About Coupons

Frank Cotignola, who is Consumer Insights Manager in the CIS Center of Excellence at Kraft Foods, wrote an article recently for Listen First!, an ARF blog, on “How To Get Started with Listening Research.” One tool he mentions for getting “in-depth insight and...

Netnography of Graco Products

Graco Children’s Products Inc. is one of the best-known juvenile products companies in the world, manufacturing infant swings, baby strollers, car seats, travel systems that combine car seats and strollers, digital baby monitors and more. In October 2010, the company...

Netnography of Thanksgiving

Social media contributors agree that food and family time are the key elements of the Thanksgiving holiday—but feel very differently about them. Some like the food, but more don’t; most like the family time, a few don’t. Here’s a quick side-by-side comparison of...

Announcing the ConsumerBase Accuracy and Trust Repository

As I work with NetBase customers to help them integrate social media understanding into their business processes, the question of developing trust comes up over and over again. Our customers rely on the insights that NetBase delivers—insights into consumer opinions,...

Analyzing Language Change Over Time

Princeton computer scientists have developed a new method to search academic journals and other collections of documents, such as websites, to trace the origins and spread of ideas. The method relies on computer algorithms to analyze how language morphs over time...

Net Promoter Scores Based on Social Media

Net Promoter is a loyalty metric and discipline for using customer feedback to fuel profitable growth in a business. It was developed by Sametrix, Bain & Company and Fred Reichheld. Net Promoter has found that a company’s Net Promoter Score (NPS), which is the...

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...

Approaches to Grouping Consumers

It’s not possible for marketers to target each individual consumer, so they look for ways to group them by similar characteristics and behaviors so they can market to groups. Three different approaches to doing that are tribes, consumption constellations, and...

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 open for...

Announcing Another Netnography Community Resource

Awareness of netnography and its usefulness continues to grow—there’s now a very active LinkedIn Netnography group. I encourage you to check it out, join, and share your experiences and ideas. Pablo Sánchez Kohn, the group manager, has invited me to moderate the group...

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 in a...

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...

Complications in Natural Language Processing

When a phenomenon becomes important enough, it gets a name. So when you’re analyzing text for netnography and come across a name for a phenomenon, you know it must be important. Prior to that, it’s stories people tell. Here are some examples. Colony Collapse Disorder:...

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...

Data Analysis on netnography.com

Netnography.com is the world's first online community dedicated exclusively to netnography, the ethnographic study of online communities and cultures. (See Lisa Joy Rosner's post, "Introducing netnography.com!", here on the NetBase blog.) I've just published a post on...