expertise netnografia - eng - out 2013

WHAT IF YOU COULD UNDERSTAND YOUR CONSUMER IN DEPTH?

WITH NETNOGRAPHY YOU CAN

NETNOGRAPHY = INTER(NET) + ETHNOGRAPHY A TECHNIQUE THAT ALLOWS YOU TO UNDERSTAND YOUR CONSUMER'S BEHAVIOR IN A NATURAL AND NON-INTRUSIVE FORM IN A HIGHLY CONNECTED WORLD.

ABOUT NETNOGRAPHY

The word Netnography was coined after the junction of the words Internet and ethnography. This is a qualitative research technique based on the precepts of cultural anthropology, and its objective is to study the interactions performed in internet collaborative environments such as social networks, forums and blogs. In other words, it's ethnography connected by technology. In this type of study, each interaction is seen not only as content, but as meaningful social interaction. Its main application is to study behavior in markets with high engagement. The collection of spontaneous and detailed information in natural contexts, as well as the possibility to analyze the past, are among its advantages.

NETNOGRAPHY OBJECTIVES

BRAND ANALYSIS Understanding the consumer's relationship with the brand and understanding what is being said about it.

IDEAS AND INSIGHTS

Understanding behaviors and generating insights for product development, strategy positioning and marketing, among other purposes.

PRODUCT EVALUATION

Analysis of consumer perception about products and services.

CONSUMER EXPERIENCE

Understanding the consumer experience in each phase of the buying process of a product or service.

NETNOGRAPHY HOW IT WORKS

NETNOGRAPHY HOW IT WORKS

Research Definition Community Selection Observation and Engagement Analysis and Insights

• Topic of research immersion. • Preliminary survey of possibles sources. • Elaboration of research script.  

• De!nition of research sources. • Authorization to enter community(when necessary) • Presentation to members(if applicable)

• Observation of interactions. • Selection of discussions. • Engagement with community members.

• Building of classi!cation system. • Codi!cation. • Synthesis. • Elaboration of !nal report.

A CONSTANTLY CHANGING WORLD CALLS FOR NEW REASEARCH TOOLS. AND WE KNOW THAT. CONTACT US. [55] [31] 4501 2038 atendimento@expertise.net.br expertise.net.br