eLearning Challenges Homebound Families Face & Solutions Smart Brands are Offering

What can companies learn from the eLearning challenges that homebound families are facing? Smart brands can use this information to offer solutions and build their consumer base. With schools around the country closed due to Coronavirus, many institutions are handling...

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...

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...

Is Social Media “Rep”?

Clients of NetBase often want to know if social media is representative of their consumer base—or, as researchers put it, “Is it rep?” For certain web-based products, that’s a no-brainer—it's definitely rep. But what about traditional CPG products? For example, a...

Netnography of Dinnertime

I have young kids myself, so I know every family dinnertime is an event that can fall anywhere on the spectrum from something you want to forget as soon as possible to something you and your kids will remember fondly in years to come. But that’s my take on it—I wanted...

The Best Tool for Sentiment Analysis

Here are some thoughts for people evaluating tools for sentiment analysis. At NetBase, we’ve used other tools in order to confirm that we have a technological advantage. It may not be obvious, but I believe having better technology not only produces better results,...

How To Prepare for a Great Sales Call

One key to a great sales call is doing your homework ahead of time so that you know what your prospect’s biggest pain point or need is, then explaining clearly to your prospect how your product directly addresses that need. But how can a salesperson do research on a...

How Web Marketers Can Use Semantic Keyword Discovery

Web Marketers who are responsible for running online ad campaigns, with Google AdWords, for example, could benefit from a new way to find highly differentiated, non-obvious keywords for their campaigns. Semantic Keyword Discovery—A New Category of Tools I’m creating a...

Example Netnography on Listerine

To give an example of a business-focused netnography done for marketers using our ConsumerBase tool, I’ve posted a recent PowerPoint of a netnography on Listerine. I’ll keep this post short because you can find all the in-depth information in the PowerPoint, but...