The web of insights: the art and practice of webnography
Anjali PuriACNielsen India
There is no denying the radical transformation the World Wide Web has brought about in this generation. On one level it is a new, more efficient way of communicating, of distributing and accessing information, and doing business. On another, much larger, level, it has been a catalyst to globalisation, a dissolver of boundaries ... and a creator of virtual social spaces and communities that transcend geography.
The market research fraternity has likewise benefited from 'web efficiencies'. In recent years, we have made huge strides...