Undercover on the world wide web - leveraging the power of virtual ethnography

The potential of the web as the object of study has remained underexploited in market research. As a rich source of data on people's lives, interactions and opinions, the web offers tremendous possibilities in the years to come.

Undercover on the world wide web – leveraging the power of virtual ethnography

Anjali Puri and NS MuthukumaranACNielsen ORG-MARG, India

Ruchika GuptaNokia India Ltd, India


There are many ways in which the World Wide Web has been transformational for this generation: as a new medium of communication, as a catalyst to globalization, as a dissolver of boundaries, as a source of knowledge, as a virtual marketplace, and as a convenience in the daily business of living. One of the most significant roles the web has come to play in our lives, however, is...

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