NetnographyObserve different online communities and their behaviours.
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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
- 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.
- 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.
- 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.
- 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.
