Outdoor Communities

The fact that members of online communities dedicated to outdoor sports (climbing, hiking…) not only talk about their latest outdoor trips, but also exchange their ideas how outdoor gear can be improved, was utilized by conducting a NetnographyInsights© project for a well known producer of outdoor equipment. In 5 selected online communities 27000 Discussions were screened and 10000 postings were qualitatively analyzed. The findings showed opportunities for improvements of existing products and delivered insights for innovations in the field. Due to their innovative capabilities selected community members were in the following invited for a Lead User workshop.

The fact that members of online communities dedicated to outdoor sports (climbing, hiking…) not only talk about their latest outdoor trips, but also exchange their ideas how outdoor gear can be improved, was utilized by conducting a NetnographyInsights© project for a well known producer of outdoor equipment. In 5 selected online communities 27000 Discussions were screened and 10000 postings were qualitatively analyzed. The findings showed opportunities for improvements of existing products and delivered insights for innovations in the field. Due to their innovative capabilities selected community members were in the following invited for a Lead User workshop.

client:

not public

product:

trend research in outdoor communities

© 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.“