The Importance of Brand Perception 

Brand strategy planning requires accurate and transparent consumer and market intelligence, or you're starting at a deficit. With endless amounts of data available online, the trick is sorting through it quickly to extract meaningful, actionable insight. And we're...

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...

A Visual Representation of Brand Preference, Part 2

My previous post on our prototype for mapping the PreferenceSphere showed preference data for social networking sites expressed as a 2x2 graph, which I said was derived from a directional graph. Here’s that underlying graph. DISCLAIMER: There are many duplicates in...

Lenses for Netnography

Online researchers are beginning to see the value of replacing focus groups and questionnaires with netnography, which is the online version of traditional ethnography. ConsumerBase is a valuable tool for a key element of netnographic research—namely, discovering...

A Visual Representation of Brand Preference

Do consumers prefer your brand over Brand X? By how much? And why? And do they prefer it over brands Y and Z? Until now, there hasn’t been a fast, accurate, transparent way to find answers to those questions and communicate the findings in a visual, easy-to-grasp...

You Can’t Read It All

“Do I need a tool to do netnography? Why can’t I simply read all the relevant blogs and forums on the question I’m researching?” If you’re a researcher doing netnography for the first time, that might seem like a sensible approach. Well, you could do it yourself—if...

Houston, We’ve Had a Problem

"Houston, We’ve Had a Problem"--That’s what Apollo 13 astronaut Jack Swigert famously said to Mission Control on April 13, 1970. It’s dramatic, but as a description of a problem, it’s not very useful. If I had been in Houston, I would have been like "okaaaay, what is...

THE COMPLETE HOW-TO GUIDE: SOCIAL MEDIA ANALYTICS

Learn why and how social media analytics are vital to your brand, and the critical ways to apply them.

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