Digital Characters: A Living, Breathing, On-Line Segmentation Soap-Opera for Insight Generation

John Kearon and Peter Harrison

As part of the ‘Me-to-We' research movement launched at Congress 2009, this presentation will focus in on ‘Mass Ethnography' or ‘NetNography' and reveal how a revolutionary new approach can distil and bring to life the mass of readily available data on the internet.

Digital Characters: A Living, Breathing, On-Line Segmentation Soap-Opera for Insight Generation

John Kearon

Peter Harrison

INTRODUCTION

“Social media (from Facebook to blogs, from Twitter to Wikipedia, from Flickr to YouTube) has created many new ways for market researchers to explore people's relationships with brands, society and each other. However, the world of social media is very different from the traditional world of marketing research surveys.” (Poynter, 2010)

It is a fascinating time to be in market research. The explosion of the internet during the 1990s and 2000s moved surveys from the doorstep to the desktop, providing greater speed and reducing...

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