Steffen Hück
HYVE Innovation Research Lab
NETNOGRAPHY vs. Web Monitoring= “Qual. VS Quant. ?”
Netnography – What is Netnography?
Netnography is “Doing Ethnographic Research Online”
• NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze
the CONSUMER DIALOGUE in SOCIAL MEDIA.
• The EMPATHIC and NON-OBTRUSIVE online OBSERVATION and LISTENING enables the Researcher to gain a DEEP
UNDERSTANDING and UNBIASED CONSUMER INSIGHTS.
• Analyzing explicitly verbalized and implicitly existing NEED- and SOLUTION-INFORMATION of highly INVOLVED and
CREATIVE CONSUMERS can lead to FRESHER INSIGHTS.
Netnography – Systematic listening to online conversations
Social Media
Selection
Data Analysis
and Insights
1 2 3 4 5
Research
Definition
Social Media
ObservationProduct
Solutions
Netnography – Benefits of Observation and Listening
observe-and-listen research
Less-biased Insight
Fresher Insight
explorativeunobtrusive
Netnography – explorative research
pre-structured study designs
deductive research approach
sequential research process
flexible study designs
inductive research approach
circular research process
Traditional Research Social Media Research
Netnography – unobtrusive research
artificial research situation
synchronous interaction
unbiased
& involvedbiased
& forced
special rooms with a “mirror” in
research institutes & test studios
Focus Groups
spontaneous
& unreflected
time-delayed
& content-rich
implicit
& emotion
explicit
& cognition
researcher participates in the
group that is the object of research
Ethnography
researcher listens to natural
occurring social media conversations
NetnographyInsights©
natural conversation
situation
asynchronous interaction
Netnography – qualitative research
“Not everything that counts
can be counted.”
(Albert Einstein, Scientist)
Qualitative Research
Netnography – from „qualitative research VS. quantitative research“
Quantitative Research
Quantitative Research
Qualitative Research
Netnography – to „qualitative research AND quantitative research"
Netnography – Netnography VS. Web Monitoring
READING
before
COUNTING
DETAILED
before
AGGREGATED
UNDERSTANDING
before
MEASURING
INDUCTIVE
before
DEDUCTIVE
Netnography – Netnography VS. Web Monitoring
Netnography(Method & Process)
Netnography – Netnography VS. Web Monitoring
Web Monitoring(Tool & Technology)
Web Monitoring(Tool & Technology)
Netnography(Method & Process)
Netnography – Netnography AND Web Monitoring
NETNOGRAPHYUSER INNOVATIONS in „Sunless Tanning“ communities
Beiersdorf – Sunless Tanning: Identify Special User Groups
Learn what INFLUENCES her
Learn how she THINKS
See the WORLD through her EYES
Know her daily RITUALS and HABITS of usage
Hear WHAT she SAYS and HOW she SAYS it
Understnad the PERSON not only single BODY PARTS
Learn what DRIVES her
Know what she LIKES/DISLIKES and
how she encounters PROBLEMS
Consider her INNOVATIONS
Objectives and Definition of Research Field
Beiersdorf – Sunless Tanning: Identify Special User Groups
Beiersdorf – Sunless Tanning: Identify Special User Groups
Threads Posts Members
53.702 964.035 9.086
n/a 427.273 ~ 5.000
147.783 1.399.971 6.129
n/a n/a
292.425422.828 2.539.801
2.390.463
16.21310.493 127.946
Beiersdorf – Sunless Tanning: Identify Special User Groups
Beiersdorf – Sunless Tanning: Identify Special User Groups
Adjustable professional airbrush pistol
Professional tanning booth „mystic tanning“
Cosmetic applicators
Beiersdorf – Sunless Tanning: Identify Special User Groups
Challenge of De-Tanning
I know we talked about this a little while ago, but I tried using nail polish remover to make sure the corners
of my nails didn't get orange, but it didn't work. Normally I just clip my nails really short so if there is
discoloration you can't really tell that much, but it's really starting to bug me. The nail polish remover is
acetone free... does that make a difference?
Source: www.iamtan.com
Racoon Eyes
“I think that I have the worst racoon eyes in the world. Everyone at the gym I work at has let me know that my
eyes are REALLY WHITE. I looked at a pic of me from a few days ago and it looked like my eyes where
glowing in the dark! You gotta wear the goggles when you use a tanning bed so I think the best solution
unfortunately would be to use sunless tanner.”
Source: www.iamtan.com
Source: www.iamtan.com
Tanning Desasters
MY GOD!!!!!!!! THIS SOOOOOOOOOO HAPPENED TO ME!!!! i absalutely HATE the jergens natural glow
now. my neck was sooo blotchy and my dad told me i looked like i had a skin disease!!!!!!! it was impossible
to scrub off the remaining parts!! i scrubbed and scrubbed at my neck with a lufa until my skin was red
but the blotches still wouldnt come off!!!
Beiersdorf – Sunless Tanning: Identify Special User Groups
Challenge of De-Tanning
Tanning Desasters
Racoon Eyes
NETNOGRAPHYUSER INNOVATIONS in „Coffee“ communities
Netnography – USER INNOVATIONS in „Coffee“ communities
www.kaffee-netz.de
6.123 registered users
192.841 posts
Discussions on:
-Coffee and Espresso machines and grinders
-Beans and roasting
-Reparing and maintanance of equioment
www.coffeegeek.com
33.890 registered users
359.024 posts
Discussions on:
-Preparing coffee and espresso
-Coffee machines and grinders
-Beans and roasting
The two biggest coffee communities contain more than half a million consumer
statements on coffee and coffee machines.
Netnography – USER INNOVATIONS in „Coffee“ communities
… give insight into their home coffee consumption … talk about coffee preferences & creations
http://forums.egullet.org
Several egullet threads have mentioned jellied
coffee and coffee bavarian. I made this coffee
jelly, and took part of it to fold with whipped cream
to make the bavarian cream
Hey, about flavors, Being a coffee enthusiast, the only way
to flavor coffee is after it has brewed and then adding
syrups. When coffee roasters sell flavored beans they
are actually placing chemicals in your coffee …
http://www.coffeegeek.com/
… talk very elaborated on coffee machines
I finally got time over the last weekend to gather
some temperature data on the GS3. From my
perspective, the GS3 is unbelievably consistent
and easy to use. The data shows why. In addition, I
have a 2-group PID La Marzocco Linea with which
I am intimately familiar. The comparison shown
here demonstrates how the GS3 elevates the
standard for espresso machine performance.
http://www.home-barista.com/
… even modify & upgrade coffee machines
Netnography – USER INNOVATIONS in „Coffee“ communities
I have been doing a few tests with the Brewtus 3. In the graph below 3 sequences or
test runs (Reeks 1 - 3) show how I take out the SCACE PF from the brewhead, flush the
Brewtus for 2-3 seconds (on test run 2 and 3 only), place the PF back In the brewhead and
simulate making an espresso. The display on the Brewtus III was set to a temperature of
92 degrees Celsius. As you see, the temperature goes right up to about this temperature
and stays there stable. During the last run I simulated steaming milk at the same time
as 'extracting' the espresso.
I finally got time over the last weekend to gather some
temperature data on the GS3. From my perspective, the
GS3 is unbelievably consistent and easy to use. The data
shows why. In addition, I have a 2-group PID La Marzocco
Linea with which I am intimately familiar. The comparison
shown here demonstrates how the GS3 elevates the
standard for espresso machine performance. I picked
two shots at random, one from each machine during fairly
continuous duty cycles, to show the brew temperature
profile from each machine
http://www.home-barista.com/
Temperature control
Temperature control
http://www.home-barista.com
Consumers talk about all different aspects of coffee…
Consumers analyze and modify their coffee machines…
Netnography – USER INNOVATIONS in „Coffee“ communities
Netnography – USER INNOVATIONS in „Coffee“ communities
http://www.pidkits.com
One of the most advanced innovations
developed by coffee enthusiasts in
online communities is called “PID’ing”
of espresso machines.
For this innovation a digital screen is
added as a control panel to the
espresso machine, enabling to
control machine temperature to the
exact degree by the digital device.
PID’ing & Temperature Control (Proportional Integral Derivative Controllers)
Netnography – USER INNOVATIONS in „Coffee“ communities
Popcorn Poppers for Home Roasting
Another Innovation created in online
coffee communities is the use of
popcorn poppers for home roasting.
For this innovation a consumers use
green coffee, a hot air popcorn
popper, and a metal colander.http://coffeegeek.com
NETNOGRAPHYUSER INNOVATIONS in „Basketball“ communities
Adidas – Basketball: Early Trend Identification in Social Media
Identification & Selection
of Online Communities
Online Community Observation
qualitative Analysis & Insight Finding
Translation of Consumer Insights
into consumer-driven Solutions
Commercialization
Adidas – Basketball: Early Trend Identification in Social Media
Date: 2008
Date: 2004
Steffen Hück
Project Manager Innovation Research
HYVE AG
www.hyve.de
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