Netnography is the analysis of online-communication amongst community- members and consumers. Applying the NetnographyInsights© approach enables the qualitative assessment of explicitly verbalized and implicitly existing needs, wishes, experiences, motivations, attitudes and perceptions of consumers towards products and brands. The Netnography process follows defined

and software-supported steps including the identification and the observation of online-communities, the data-storage and -analysis as well as the concluding interpretation of the dialogue of consumers. The HYVE design team subsequently translates the revealed "Consumer Insights" into innovative products, concepts and services.

Steps of the NetnographyInsights approach

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Definition of the field of innovation: Systematization of topics, trends, markets and products. Step 1

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	Step 1: Definition of the field of innovation Systematization of topics, trends, markets and products.
	Step 2: Identification and Selection of Online Sources Identification and selection of relevant online sources such as communities discussion forums, blogs, newsgroups and user generated content platforms.
	Step 3: Community Observation Community observation, collection of posts and user generated content. Software-aided coding of data for further analysis.
	Step 4: Data Analysis Qualitative in-depth analysis, interpretation and aggregation of consumer voices into consumer insights.
	Step 5: Translation into Product and Service Solutions Translation of consumer insights into innovative product and service solutions as well as visualization of concepts.