Me myself and I: Studying youngsters identity by combining visual ethnography & nethnography

Annelies Verhaeghe, Joeri Van den Bergh and Veerle Colin

The article describes a new approach to studying young people by ethnography. A full range of ethnographic methods was used to get a fully rounded picture, including user-generated ethnography and nethnography.

Me myself and I: Studying youngsters identity by combining visual ethnography & nethnography

Annelies Verhaeghe and Joeri Van den BerghInSites Consulting, Belgium

Veerle ColinMTV Networks Belgium and Nickelodeon Belgium, Belgium

INTRODUCTION

Nowadays, phrases like 'customer closeness' and 'connecting with the customer' are common currency (Trevaskis, 2000). Marketers try to enhance their bond with the customer by actively involving them in the development of products, communications, etc. The demand for a closer relationship with customers has also changed the market research industry.

Thanks to the rise of web 2.0 tools, a new relationship between market researchers and...

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