Virtual Ethnography: Bridging the Gap between Market Research and Social Media
Presented by: John Song, CEO of Intrepid & Jen Kersey, Market Researcher/Anthropologist at Intrepid
While there have been many different applications of social media data in the marketing field, one that is not well known but is arguably the most interesting, is Virtual Ethnography.
Virtual Ethnography is the process of conducting and constructing an ethnography using the virtual, online environment as the site of the research. With Virtual Ethnography, a market researcher can study a community online to gather insights within the context of marketing strategies and/or initiatives.
In this webinar John Song & Jen Kersey, will share their insights into Virtual Ethnography and illustrate them with a case study for the beloved marshmallow candy Peeps . The findings are both entertaining and quite insightful from a marketing perspective.
Check out this webinar and learn how to utilize social media to gain perspective on your target market and and create your marketing campaign with the unwitting guidance of your most avid supporters.
John was founder and CEO of Intrepid Consultants , which was recently acquired by Alterian . At Intrepid, he worked to provide actionable insights from social media data. Before his days at Intrepid, John founded a web analytics consultancy that was later sold to the digital agency Ascentium . Prior to that, he was a minority co-founder and managing director (EMEA) for Noetix , a business intelligence software company.
Jen Kersey has had an interest in virtual ethnography since finishing up her MS degree in applied anthropology at the University of North Texas. She has since discovered an unrealized love for market research. Jen has been involved in various virtual ethnography projects and has presented her findings to a variety of audiences.
Twitter Alterian: @Alterian
Twitter : @JohnSong, @JenKersey
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