For millions of consumers, the sight or smell of Campbell’s soup triggers nostalgic associations with comfort, warmth, family, and childhood. But when the 140-year-old company, based in Camden, New ...

Abstract Netnography (Kozinets, 2010) is an ethnographic approach to study communities that exist primarily online. Engaging in online participant observation, the netnographer connects to the online ...

An Australian marketing research software company is hoping to change the way brands conduct research into online behaviour through the emerging field of internet ethnography, or ‘netnography’.

“Open Innovation” refers to the opening of the innovation process towards external stakeholders’ knowledge, creativity and skills (Chesbrough 2003). Nowadays in particular consumers are understood as ...

In recent years the efficient execution of market research projects is challenged by the decreasing interest of consumers to participate in such initiatives. For instance, the response rate in ...

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