Today Econsultancy announced its winners of the 2009 Innovation Awards. InSites Consulting is one of the lucky few to receive one of these awards, more specifically Innovation in Online Marketing Research or Customer Insight.
Our winning entry: Social media nethnography
We developed a new research paradigm called social media netnography that makes use of user-generated content on social media to answer a certain research question. The approach challenges the traditional research process in all phases. It helps marketers and researchers to enclose new quality information which is not easily available via traditional research. At the same time the methodology respects the research ecosystem because it does not demand the cooperation of research participants.
What the jury said: “This is how a great deal of research will be conducted in the future and a step change in the way that companies can get insight. Great use of user-generated content to answer questions in a way which makes invasive questions unnecessary.”