We all know that social media provides an excellent means for intelligence gathering on customers and competitors. One excellent ethnographic research method called Netnography was developed by Robert Kozinets, Ph.D., Chair of the Schulich Marketing Department of York University (click here for Professor Kozinets’ bio).
A recent post on the Netnography LinkedIn group posted a great video (click here) on the method by one of Professor Kozinets’ students. I also found a short video (click here) by a blogger asking Professor Kozinets’ about the strategic uses of Netnography.
Associate Professor of Marketing
Stillman School of Business
Seton Hall University