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 ...
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 our digital and social media focus month, Robert Dossin and Corinne Pilgrim describe how Janssen used Social Media Netnography Research to help improve its 24x7 schizophrenia website. In general, ...
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