Qualitative Netnography

We broaden the social listening and the web monitoring also in the qualitative analysis of small/smart data through a netnographic phase (we like to call it ironically “word of mouse“, meaning a desk analysis of digital [n]ethnography)

Through the use of crawlers and research through hashtags, we recruit from the web using the web and from social-media, relevant information to the various steps of qualitative research. Netnography with qualitative approach:

• Explore the reality starting from on-line

• Includes observation, but also interaction: the moderator interacts online with people on social media (in the first stage “blind”, in a second stage by declaring openly)

• Often analyses evolved target (e.g. bloggers, trend-setters, Twitter users or new social) and helps to detect developing trends

• Can be followed and/or supplemented by a qualitative traditional