Webnography: A new tool to conduct marketing research

Section F Group1

Introduction Web - ethnography An attempt to use information generated in

natural context on internet Lacks physical presence Anonymity is there due to medium Concerns regarding ethical issues like

confidentiality and privacy protection while conducting

Webnography ResearchInteractions• Blogs• Private thoughts

• Memos• Chat rooms• Forums

Rich Data • Consumer Behavior

• Reflects Thoughts

• Interactions• Collective Opinion

In-depth and Sharper

Insights Marketing Strategies relating toNew product DevelopmentProduct ModificationAdvertising Copies etc

Webnography Research Easier and Efficient approach to collect data. Minimize the interviewer bias Completely invisible to the subjects being

observed. Effective in examining longitudinal trends Researcher can visit or revisit a site as often

as to review data Real time data to observe changing trends Effective in fashion, merchandising,

technology and digital gaming

The Nature of Online Observation

Researchers

may be “Lurkin

g”

The presence may

be detectable but

the identity hidden.

Nature of Data in Webnographic Studies : Textual E-mail, chat room interactions, instant

messaging and other online environment. How a participant writes conveys meaningful

information about their identity, presentation of self and how they define and perceive the world

However one has to be cautious while interpreting the texts such as emoticons or skill of writing, typing or spelling and so on.

Nature of Data in Webnographic Studies : Visual Visual observation includes Facial expressions,

voice tone, body language, impressions given by appearance, clothing and setting.

In Webnography we use pictures, colors, page layout, and graphic design of personal website as visual data.

Avatars – Virtual representation of ones characters

Web cams and videotaping based video-graphic analysis can be a valuable tool in Webnography research.

Interviewing in Webnographic Research Traditional offline interviews can be used to

validate online observations and fill gaps and resolve ambiguities or queries.

Online interviewing is done via asynchronous text-based modes of computer mediated communications like emails and discussion boards

Synchronous modes like instant messaging are also used in some research

Anonymity in Webnographic Research Authenticity of participants is a challenge In studies which include demographics such

as age, gender, income, and race participants alter/conceal personal characteristics.

Some researchers do not find it problematic as these can be a part of offline social life. Many times in offline world we create ourselves through actions and display of different selves in social context

The deliberate falsehood is a true self representation and may be valuable though not authentic

Conclusion Webnography is a uniquely effective way of

studying consumer behavior. Researchers need to adjust their traditional

ways of conducting research and adapt to online environment.

Interviewing and observations as used in traditional are significantly different in online research.

Validating the identity poses challenge. Webnography needs to be alert about the

technology trends and shifting communication platforms

Thank you