Netnography - Insights 2.0 derived from Online-Communities

by Steffen Hück - Chief Netnographer at HYVE
 
This presentation provides insight into my understanding of netnography as a qualitative and exploratory observational research approach. By listening to natural occurring consumer dialogue in online communities Netnography allows to gain unbiased consumer insights and deep understanding of explicitly verbalized and implicitly existing need- and solution-information of highly involved consumers. Furthermore for us it is a great approach to start consumer-centric (open) innovation and co-creation projects.


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