Netnography research - community insights in the cosmetic industry

The article describes `Netnography’, an innovative research approach to extract and use online community dialogue for research and innovation purposes.

Netnography research – community insights in the cosmetic industry

Michael Bartl and Steffen HückHYVE, Germany

Stephan RuppertBeiersdorf, Germany

INTRODUCTION

“Markets are Conversations” is a widely discussed statement based on the fact that historically the marketplace was not only a location where people met to trade goods, but also a place where they talked about their needs and problems. In doing so, people connected to each other. These classical marketplaces rarely exist today, as most people shop in specialized stores where they interact only with sellers. The Internet is an advancement in mass media that recreated such...

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