Netnography.com. The Making-of Innovation » Netnography – Utilizing Online Communities as source of Innovation. There is little doubt that the Internet has changed the way consumers communicate.
An increasing number of users actively gather together online and communicate in web forums, blogs and various kinds of user generated content platforms. They exchange personal experiences and opinions about products and its usage and talk about opportunities for solving product-related problems. Some of them even develop product modifications and innovations, which they post online and share with other community members. This turns online communities into distinctive consumer tribes where highly involved consumers exchange existing needs, ideas, attitudes and perceptions towards products and brands.
WHAT IS NETNOGRAPHY? Applying netnography to market research: The case of the online forum : Journal of Targeting, Measurement and Analysis for Marketing. Listerine Netnography Case Study by NetBase.