Cooking Communities

By applying the NetnographyInsights© method the topic "cooking with heat and steam" was investigated in online communities. Out of 650 online communities which are dedicated to cooking and kitchen appliances, 5 communities were selected for software-aided, qualitative data analysis. From the identified customer demands in the field of cooking appliances both improvements for existing products and ideas for innovations in the field were derived. The findings were then used by the Miele new product development team in the evaluation and conception of new business opportunities.

By applying the NetnographyInsights© method the topic "cooking with heat and steam" was investigated in online communities. Out of 650 online communities which are dedicated to cooking and kitchen appliances, 5 communities were selected for software-aided, qualitative data analysis. From the identified customer demands in the field of cooking appliances both improvements for existing products and ideas for innovations in the field were derived. The findings were then used by the Miele new product development team in the evaluation and conception of new business opportunities.

client:

Miele

product:

trend research in communities for kitchen appliances

 

 

© 2011 HYVE AG   Imprint
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Stephan Ruppert, Beiersdorf AG

“Netnography is a very effective method to acquire deep qualitative understandings for new consumer groups or topic categories, especially in the early innovation phase.
Often, interesting facets are discovered, which supplement classical Methods and become highly vivid through the original quotes. The HYVE AG is a very professional partner for the implementation of Netnography projects.”