We are able to use the virtual ethnography methodology as an unique tool, very useful in some cases (please be aware that this methodology does not fit to all exploratory subjects). We are able to design separate study based on netnography (usually where there is a probability of meeting right respondents in the internet and this sphere is more spontaneous than moderated).

However, usually we do recommend to use netnography as a one in the mix of methodologies. This methodology is very specific and to generate insight properly we need to be certain that it’s usage would bring expected result.

The usage:

Virtual ethnography can be easy adapted for some NPD studies (New Product Development) and especially for researching among:

• market simulations
• disadvantages, loopholes
• inspirations
• natural way of concept testing

Tools and conduct:

Tools for virtual ethnography may be divided for two particular groups:

Observation tools:

Analysis of the profiles from the community web portals – visual anthropology

1. Coding the shape and format of the pictures – expository, light, way of auto presentation etc.
2. Coding the context of the picture
3. Coding the intention of the author of the web community portal profile
4. Coding the background of doing picture (text, emoticons etc)
5. Coding the chronology of doing series of pictures and analysing the contexts from them

Online communities tracking:

Most of people used to be online now. They exchange opinions, sharing files, presenting pictures, dating etc. They are also using business community portals for discussions or acquisition new business partnerships or contacts. All this finger prints can be very easy collected, separated and coded for further marketing research purposes.

Participation:

This part of our services is in shape and format very similar to moderation of the focus groups. Of course the environment is different, as well as the participation method is very often mixed with the observation techniques (as verification and extension of reliability of respondents).

Hidden participation + observation.

This part of our services is in shape and format very similar to moderation of the focus groups. Of course the environment is different, as well as the participation method is very often mixed with the observation techniques (as verification and extension of reliability of respondents).

• After discovering the fact of stimulation the responses might be different
• The client want us to provide two approach at once: marketing research + buzz marketing or want us to turn from one into another during the study conduct.
• The research environment is so specific and sensitive issue that adaption by researcher would be very difficult or almost impossible (e.g. for consumer insights – penetration by straight sexual orientation people the gay and lesbian environment, e.g. for business to business insights – penetration by non group member some specific professional group).

Limitations:

This research methodology has its own limitations of usage. The most significant is the research subject. This is a methodology only for insights meeting specific criteria such as:

1. The research subject is internet sensitive (this means – there are enough sources of screening and tracking regarding this subject on the internet)
2. The research subject is naturally moderated (this means – there are subjects with very strong influence of online marketing buzzers and moderators e.g. mobile phone market)
3. The research objects and respondents will be easy to classify (this means the fieldwork might give the false picture about some marketing preferences, where in the respondents groups will be too many hobbyists)

If you want to have designed your own market research tools referred to your insights and projects, please do not hesitate to contact Investzoom Market Research Agency by email or over the telephone.