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Steffen Hck
HYVE Innovation Research Lab
NETNOGRAPHY vs. Web Monitoring= Qual. VSQuant. ?
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Netnography What is Netnography?
Netnography is Doing Ethnographic Research Online
NETNOGRAPHY [interNET & ethNOGRAPHY] is a QUALITATIVE and EXPLORATIVE research approach to analyze
the CONSUMER DIALOGUEinSOCIAL MEDIA.
The EMPATHIC and NON-OBTRUSIVE onlineOBSERVATION andLISTENING enables the Researcher to gain a DEEP
UNDERSTANDING andUNBIASEDCONSUMER INSIGHTS.
Analyzing explicitly verbalized and implicitly existing NEED- andSOLUTION-INFORMATION of highly INVOLVED and
CREATIVE CONSUMERS can lead toFRESHER INSIGHTS.
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Netnography Systematic listening to online conversations
Social Media
Selection
Data Analysis
and Insights
1
2 3 4 5
Research
Definition
Social Media
Observation
Product
Solutions
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Netnography Benefits of Observation and Listening
observe-and-listen research
Less-biased
Insight
Fresher
Insight
explorativeunobtrusive
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Netnographyexplorative 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
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Netnography unobtrusive research
artificialresearch
situation
synchronous
interaction
unbiased& involved
biased& 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 naturaloccurring social media conversations
NetnographyInsights
naturalconversation
situation
asynchronous
interaction
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Netnographyqualitative research
Not everything that counts
can be counted.
(Albert Einstein, Scientist)
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Qualitative
Research
Netnographyfrom qualitative research VS.quantitative research
Quantitative
Research
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Quantitative
Research
Qualitative
Research
Netnographyto qualitative research AND quantitative research"
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Netnography Netnography VS. Web Monitoring
READING
before
COUNTING
DETAILED
before
AGGREGATED
UNDERSTANDING
before
MEASURING
INDUCTIVE
before
DEDUCTIVE
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Netnography Netnography VS. Web Monitoring
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Netnography
(Method & Process)
Netnography Netnography VS. Web Monitoring
Web Monitoring
(Tool & Technology)
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Web Monitoring
(Tool & Technology)
Netnography
(Method & Process)
Netnography Netnography AND Web Monitoring
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NETNOGRAPHYUSER INNOVATIONS in Sunless Tanning communities
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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
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Beiersdorf Sunless Tanning: Identify Special User Groups
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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
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Beiersdorf Sunless Tanning: Identify Special User Groups
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Beiersdorf Sunless Tanning: Identify Special User Groups
Adjustable professional airbrush pistolProfessional tanning booth mystic tanning
Cosmetic applicators
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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 whereglowing 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 impossibleto 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!!!
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Beiersdorf Sunless Tanning: Identify Special User Groups
Challenge of De-Tanning
Tanning Desasters
Racoon Eyes
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NETNOGRAPHYUSER INNOVATIONS in Coffee communities
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NetnographyUSER 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 users359.024 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 consumerstatements on coffee and coffee machines.
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NetnographyUSER INNOVATIONS in Coffee communities
give insight into theirhome coffee consumption talk about coffee preferences & creations
http://forums.egullet.org
Several egullet threads have mentioned jelliedcoffee and coffee bavarian. I made this coffeejelly, and took part of it to fold with whipped cream
to make the bavarian cream
Hey, about flavors, Being a coffee enthusiast, the only wayto flavor coffee is after it has brewed and then adding
syrups. When coffee roasters sell flavored beans theyare 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 gathersome temperature data on the GS3. From myperspective, the GS3 is unbelievably consistentand easy to use. The data shows why. In addition, Ihave a 2-group PID La Marzocco Linea with which
I am intimately familiar. The comparison shownhere demonstrates how the GS3 elevates thestandard for espresso machine performance.
http://www.home-barista.com/
even modify & upgrade coffee machines
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NetnographyUSER INNOVATIONS in Coffee communities
Consumers talk about all different aspects of coffee
Consumers analyze and modify their coffee machines
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I have been doing a few tests with the Brewtus 3.In the graph below 3 sequences ortest runs (Reeks 1 - 3) show how I take out the SCACE PF from the brewhead, flush theBrewtus for 2-3 seconds (on test run 2 and 3 only), place the PF back In the brewhead andsimulate making an espresso. The display on the Brewtus III was set to a temperature of92 degrees Celsius. As you see, the temperature goes right up to about this temperatureand stays there stable. During the last run I simulated steaming milk at the same timeas 'extracting' the espresso.
I finally got time over the last weekend to gather sometemperature data on the GS3. From my perspective, theGS3 is unbelievably consistent and easy to use. The data
shows why. In addition, I have a 2-group PID La MarzoccoLinea with which I am intimately familiar. The comparison
shown here demonstrates how the GS3 elevates thestandard for espresso machine performance. I pickedtwo shots at random, one from each machine during fairly
continuous duty cycles, to show the brew temperatureprofile from each machine
http://www.home-barista.com/
Temperature control
Temperature control
http://www.home-barista.com
Consumers analyze and modify their coffee machines
NetnographyUSER INNOVATIONS in Coffee communities
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NetnographyUSER INNOVATIONS in Coffee communities
http://www.pidkits.com
One of the most advanced innovationsdeveloped by coffee enthusiasts inonline communities is calledPIDingofespresso machines.
For this innovation a digital screen isadded as a control panel to the
espresso machine, enabling tocontrol machine temperature to theexact degree by the digital device.
PIDing & Temperature Control (Proportional Integral Derivative Controllers)
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NetnographyUSER INNOVATIONS in Coffee communities
Popcorn Poppers for Home Roasting
Another Innovation created in onlinecoffee communities is the use ofpopcorn poppers for home roasting.
For this innovation a consumers usegreen coffee, a hot air popcornpopper, and a metal colander.http://coffeegeek.com
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NETNOGRAPHYUSER INNOVATIONS in Basketball communities
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Adidas Basketball: Early Trend Identification in Social Media
Identification & Selectionof Online Communities
Online Community Observationqualitative Analysis & Insight Finding
Translation of Consumer Insightsinto consumer-driven Solutions
Commercialization
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Adidas Basketball: Early Trend Identification in Social Media
Date: 2008
Date: 2004
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Steffen HckProject Manager Innovation ResearchHYVE AGwww.hyve.de
[email protected]/netnoblographynetnography.wordpress.com
Share your thoughts on netnography with me