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...