Digital ethnography

“people not only make online searching, but also upload contents and share opinions and ideas with each other… so why don’t we take care of this wide focus group, why don’t we treasure it for qualitative research?”

Web and social networks are part of our reality, so we must take them into consideration in our qualitative studies (regardless of the specific research theme)

That’s why I always make an online desk analysis with respect to the product/brand linked to the research… most of the times as an “added briefing”, a different perspective where the research/the fieldwork starts from

I‘m currently experimenting with crawlers: different tools that allow me to analyze the most used words (in Facebook, Twitter and other social networks as well as blogs) related to a topic/product/brand. My aim is to provide a qualitative analysis related to the online sentiment linked to a product/brand

I‘m part of some communities/online groups on Facebook/Google Plus (different themes/topics), really useful as a personal monitoring/update as well as an qualitative analysis tool (of course, as an advanced/opinion leader target)