Market Research Seeks a "Blogger Blueprint"

This paper summarises a conference presentation about different types of bloggers given at ESOMAR's Online Research event by GfK NOP Social Research's Josephine Hansom.

Market Research Seeks a "Blogger Blueprint"

Geoffrey PrecourtWarc

While no one would argue that all bloggers are the same, the common acceptance of the "blogosphere" seems to suggest a sharply distinct voice that helps shape consumer opinion about services and brands.

Josephine Hansom, research manager at London's GfK NOP Social Research, has identified at least three separate, distinct clusters of bloggers with a keen interest in qualitative online research methodologies.

"There's an abundance of online information," Hansom cautioned a Chicago audience at the 2009 ESOMAR Online Research Conference, "and it's important to be conscious of the context in...

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