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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

(Method & Process)


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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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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Adjustable professional airbrush pistolProfessional tanning booth mystic tanning

Cosmetic applicators
http://airbrushtanning_laserpointer.avi/


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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.



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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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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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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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



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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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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

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