Netnography-based Ideation

The goal of this project was the identification of new areas of application for a chemical sold by Evonik. In a first step, relevant online communities and web resources were identified in such various fields as “gardening”, “chemicals”, “food”, “health” and “engines”. The information was analyzed and 47 interesting new areas of application could be derived. These built the inspirational basis for an ideation session where further ideas were developed that could be assigned to 24 distinct clusters. The results were rated to match with the client’s priorities and 12 final new areas of application for the chemical in question were selected. These new market opportunities were enriched with further supporting data. Additionally potential product solutions to show possible applications were visualized for the final presentation to Evonik.