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 appliacnes

© 2011 HYVE AG   Imprint
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Dag Piper, Symrise GmbH & Co KG

„We have applied the Netnography method for our projects several times and our initial reservation concerning this innovative approach has evolved to a great euphoria. The resulting insights from these studies are unique, clear and promising (future-oriented) and would not have been found with classic market research methods. I am totally convinced that new consumers can only be encountered with new methods and therefore the Netnography approach and constitutive derived procedures will achieve sustained success.“