Online Anthropology: A new approach to advocacy measurement

Colin Utley

A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider.

Consumer sentiment
Telephone & internet services
Customer relationship management
Social media effectiveness
United States
Online panels & communities
Social listening, real time research

Online Anthropology: A new approach to advocacy measurement

Colin UtleyMotiveQuest, USA

Introduction

A new methodological approach - Online Anthropology - was applied to surface fresh understanding of customer behavior in the cellular category.The approach...

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