Popeyes Wins Consumer Love Even During Pandemic

Popeyes is apparently staffed with marketing masters, as it keeps hitting home runs – and even wins consumer love during a pandemic. How do they keep knowing what will resonate and create viral sensations? We have five ways brands should adapt their Covid-19 marketing...

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...

Semantic Keyword Discovery—A Boon to Affiliate Marketers

Affiliate marketers who want to become a “super affiliate”—one earning $10,000 per month or more in commissions—have to find keywords for their advertising programs that will bring consumers to their site. But there are a lot of merchants and other affiliates already...

Innovation—All About Needs and Solutions?

I’ve been studying innovation methodologies for years. My favorites include the Lead User Method, Netnography, Open Innovation, and Disruption Theory. While each is unique, one thing they all have in common is a defined procedure for finding or handling need and...

Using ConsumerBase for Business Development

While meditating on the train one day recently, I overheard two guys talking. It was a happy disruption because one guy was expressing the pain that I founded my company to address. He was a business development guy working at a Silicon Valley hardware company. He was...

Netnography.com best practices forum coming soon

We're putting together a best practices forum on netnography in collaboration with Rob Kozinets. If you'd like to be notified when it's up later this summer, leave your email address at http://www.netnography.com. Be sure to tell us what topics you're interested in...

Flickr Netnography

I had an hour to kill so I continued my research on the market for photo-sharing sites. My previous netnography of Shutterfly users One Hour Market Research pointed to a lot of complaints users have about the photo print and photo book quality. I didn’t think Flickr...

One-Hour Market Research

I’ve long been interested in the problem of digital photo sharing. Back when I was an MBA student at MIT, another business plan I worked on besides NetBase was for a photo-sharing site enabling groups to share photos after events. See, in b-school there are lots of...

Check Out the Smart Content Conference

Interested in business challenges, technologies, and solutions in Content Analytics, where Content Management and Publishing, Search, and Analytics intersect? Then the Smart Content Conference is the place for you. Seth Grimes, contributing editor for TechWeb’s...

A Visual Representation of Brand Preference—Part 3

The Wall Street Journal recently ran an article entitled “Are the Yankees Truly the Most-Despised Ballclub?” It states that “Contrary to popular belief, the Yankees are only the fifth-most despised team in the majors, according to an Internet algorithm built by...

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...