• The 4 Phases
  • All Methods
    • Phase 1Observation
      • 5 Whys
      • 6 Thinking Hats
      • AEIOU Framework
      • Card Sorting
      • Collage
      • Competitive Analysis
      • Content Audit
      • Contextual Inquiry Plan
      • Crazy Eights
      • Eisenhower Matrix
      • Empathy Map
      • Field Study
      • Focus Groups
      • Future Trends
      • How Might We
      • Hypothesis Testing
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Knowns and Unknowns Framework
      • Lessons Learned
      • Mental Models
      • Mind Mapping
      • Moodboards
      • Mystery Shopping
      • Netnography
      • Observation
      • Personas
      • Poems
      • Poster Session
      • Product Love Letters
      • Stakeholder Map
      • Surveys
      • World Café
      • Worst Possible Ideas
    • Phase 2Creation
      • 6 Thinking Hats
      • 6-3-5 Brainwriting
      • Bodystorming
      • Brainstorming
      • Business Model Canvas (BMC)
      • Card Sorting
      • Challenge Assumptions
      • Click Dummy
      • Collage
      • Could, Should, Must
      • Crazy Eights
      • Dark Horse Prototype
      • Eisenhower Matrix
      • Emotional Journey Map
      • Empathy Map
      • Field Study
      • Focus Groups
      • How Might We
      • Hypothesis Testing
      • Innovation Board
      • Jobs-to-be-done (JTBD)
      • Journey Mapping
      • Knowns and Unknowns Framework
      • Low-Fidelity Prototyping
      • Mental Models
      • Mind Mapping
      • Mobile Diaries
      • Moodboards
      • One-Minute-Pitch
      • Personas
      • Pluralistic Walkthrough
      • Poster Session
      • Product Love Letters
      • Remote Usability Test
      • SCAMPER
      • Service Blueprints
      • Stakeholder Map
      • Storyboards
      • Surveys
      • SWOT Analysis
      • User Testing
      • Value Proposition
      • Walt Disney Method
      • Wizard of Oz
      • World Café
      • Worst Possible Ideas
      • Wow-How-Now Matrix
    • Phase 3Implementation
      • A/B Testing
      • Business Model Canvas (BMC)
      • Could, Should, Must
      • Eye Tracking
      • Golden Circle
      • High-Fidelity Prototype
      • Innovation Board
      • Low-Fidelity Prototyping
      • Mobile Diaries
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Product Love Letters
      • Remote Usability Test
      • Service Blueprints
      • Storyboards
      • SWOT Analysis
      • User Interviews
      • User Stories
    • Phase 4Validation
      • A/B Testing
      • Competitive Analysis
      • Concept Testing Plan
      • Contextual Inquiry Plan
      • Eye Tracking
      • HEART Framework
      • High-Fidelity Prototype
      • Hypothesis Testing
      • Innovation Board
      • KPI Tracking
      • One-Minute-Pitch
      • Pluralistic Walkthrough
      • Remote Usability Test
      • SCAMPER
      • Search-Log Analysis
      • Service Blueprints
      • Social Media Monitoring
      • Surveys
      • User Interviews
      • User Stories
      • User Testing
  • Workshop Bundles
  • About us
  • Meet the Creators
  • Get support
  1. UX Toolkit
  2. Methods
  3. Netnography
beginnerobservation
NetnographyObserve different online communities and their behaviours.
4 h – 4 d1+ Participantsuserstextdigital
+2
Open in FigJamOpen in Miro
Summary
Especially if you want to research about sensitive topics, it is easier to get online information anonymously. It’s an uncomplicated method that also can be used when there is not much budget. You can get useful information without having to invite people from your target group or any interviews.
Step-by-step
  1. Understand your research topic. Think about creating hypotheses first. It is important to really get a grip of the topic before starting the research so that it can be as effective as possible.
  2. Make yourself a list if you want to answer special questions. This list can act as your guideline during the Netnography session, similar to a questionnaire.
  3. Start the research session by using search engines or community platforms. Social media can also be a great source. Make sure to not only rely on independent statements but rather try to document a broad opinion based on many different voices from different platforms.
  4. Discuss your findings within your team. Maybe you can even compare different Netnography studies with each other. Sum them together and reduce the content to insights or statements that are most important to you.
What you need
  • Paper
  • Pens
  • Computer
External resources
  • Netnography: Robert Kozinets
    by USC Annenberg
Do you have a question?
These methods might seem simple, but applying them in a real project is another story. We’re there to help. If you have any questions, do not hesitate to get in touch with us at the User Experience Strategy & Design team.
Ask Away!
Explore similar methods
Lessons Learnedobservation
1+ Participants
30 – 55 min

Reflect on what was learned from the experience of designing a product or service.

A/B Testingimplementation
10+ Participants
1 – 5 d

Evaluate which of two versions of a website, product or software works best for the user.

Poster Sessionobservation
5+ Participants
50 – 95 min

Present ideas, concepts, and insights in a visually appealing way.

Knowns and Unknowns Frameworkobservation
1+ Participants
20 – 30 min

Define the level of awareness and understanding of an idea.

Innovation Boardimplementation
2+ Participants
120 min – 1 d

Evaluate the most important steps towards digital innovation.

© Merck KGaA, Darmstadt, Germany, 2022.
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
Phases
  • Observation
  • Creation
  • Implementation
  • Validation
Learn more
  • About Us
  • User Experience Strategy & Design
  • Liquid Design System
Legal
  • Data Privacy
  • Terms and Conditions
  • Imprint
Follow us
  • Dribbble
  • Instagram
  • Medium
  • Behance
This website uses cookies to give you the best, most relevant experience. Using this website means you’re OK with this. You can change which cookies are set at any time – and find out more about them in our Cookie Policy.