There is no doubt that the Internet has changed the way consumers/users communicate and interact. The web has developed from a one-way information place to a cyber-place where people with similar interests get together, sharing experiences and building up relationships.
More and more consumers actively gather online and communicate in web forums, blogs, social networks and various kinds of online platforms, generating tons of extremely relevant content. Many of these “platforms” or virtual communities are mainly based upon shared enthusiasm and knowledge concerning specific product domains and represent a virtual meeting place for innovative users to discuss problems, habits, likes or dislikes, opportunities and ideas for new products or improvements. Consequently, an analysis of online communities is a valuable way to identify qualitative market feedback from a large number of enthusiastic individuals.
Today everyone is talking about big data, machine learning algorithms, artificial intelligence…these are THE hot topics (sometimes buzzwords…) not to be missed. In the face of this, Netnography, a child born of ethnography, favors quality over quantity, making it THE non-mainstream method to identify deep customer insights and avoid getting lost in digital and numerical opportunism.
You should participate if you’re:
• a marketing, market research, consumer insights, product, service, innovation or digital manager/researcher
• looking for new consumer insights, which allow you to align your innovation process along consumers’ needs, wishes and motivations
• looking for a more user-centric product development
After the webinar you will be able to answer the following questions:
• What is Netnography?
• What do Netnography success stories look like?
• Where does Netnography find its place in Service Design, Design Thinking, etc.?
• What are the major barriers to running a Netnography?
At a glance:
• September 30th, 4-5 pm
• Free of charge
• Language: English