Competency Group: Business

Type: Process

Description: Netnography analyzes the free behavior of individuals on the Internet and uses online marketing research techniques to provide useful insights. The freely expressed opinion of individuals on the social web provides researchers with data coming from thousands of individuals behaving freely. It also allows researchers to keep record of these interactions, quantify changes over time, and perform insightful analysis using a variety of tools and methods.

Citation for DescriptionNetnography. (2011). Retrieved from Wikipedia,

Units: Demographics about who uses what product and how

Advantages: It is inexpensive and requires relatively little skill once product has been defined.

Limitations: Can be time consuming.

Target Audience: Top management, Marketing, R&D

Relevant to Universal Design: Yes

Stages and Steps: 1.1, 1.2, 1.3

Free Resource: Turner, C. (2011). How we're using NetBase for customer insight. Retrieved from