Conference notes - Webnography: its evolution and implications for market research

Anjali Puri

This paper summarises the presentation by Anjali Puri on "Webnography: its evolution and implications for market research" given at the IJMR Research Methods Forum: ‘Methods Matter: Interviewing and Beyond’, 25 November 2008, Royal Society, London.

Conference notes – Webnography: its evolution and implications for market research

Anjali PuriProduct Development and Management at The Nielsen Company

Webnography (or web ethnography) is an approach that uses conversations on web forums as a source of consumer insight. The approach is based on the recognition that the internet is, today, a social space like any other – where people hang out and interact, exchange ideas and spend a part of their lives – and therefore is a space worthy of our attention as ethnographers and market researchers.

GROWING CONFIDENCE IN WEB DATA

Since our first tentative forays into...

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