Ramanan Kanagaratnam

SMM Research companies exercise netnography

SMM Research Companies provide online marketing research techniques that provide useful insights to firms trying to understand their consumer.

SMM Research Companies provide information on symbolism, meanings, and consumption patterns of online consumer groups.

1) Naturalistic 2) Immersive 3) Descriptive 4) Multi-Method 5) Adaptable

***Faster, simpler, and less expensive to employ…***

1)Research Planning 2)Entrée 3)Data Collection 4)Interpretation 5)Ensuring Ethical Standards 6) Research Representation

**Netnography is focused on cultural insights, and it pays very close attention to context…**

Online Surveys • Draw conclusions about online communities • Draw conclusions about changing patterns• Understand expressed attitudes• Create correlations between various factors

(i.e. demographics, attitudes, and usage)• Provide retrospective view of online

community actions, attitudes, and opinions • Learn about self-reported online community

and cultural activity

Online Interviews• How people relate to and apply learned

information from online communities• Metaphors used to understand online culture• Family interaction and behaviours experienced

in online communities• How online connections moderates emotions• How stories shared in online communities

effects relationships outside online communities

Online Focus Groups• Researcher can interact with online

community• Data easier to understand than complicated

statistical data• Information can be gathered more quickly

than when interviewing separately• Lower cost when compared to traditional

face-to-face interviews

Revelation, Inc.http://www.revelationglobal.com/

Vision Critical Communication, Inc. http://www.visioncritical.com/

**Many SMM research firms out there these

appealed to me the most**

Services provided:• Helping Hands: Project Site Setup – Provide

feedback on research project, participant profiles, filters for specific data points

• Helping Hands: Participant Management – Engage participation, and participation maintenance

• Helping Minds: Methodology Consultation – offer expertise in designing activities, revisions based on client feedback

• People Provider: Best of Breed Recruiting – Recruitment project scope and budget

• Language Translation – Support global reach

http://www.visioncritical.com/who-we-are/our-approach/

Products offered:• Firefly Surveys • Community Panel

Platform• Virtual Shopping• Idea Screening• Concept Testing

• Media Assessment • Ad Assessment• Package Testing • Omnibus • Brand Health • Segmentation • Customer

Satisfaction• Reputation

Measurement

Netnography enables SMM research companies to find key insights:

• Holistic marketplace description• Communicative and cultural comprehension• Embedded understanding of consumer

choice• Naturalistic views of brand meaning• Discovery of consumer innovation• Mappings of socio-cultural online space