“Do I need a tool to do netnography? Why can’t I simply read all the relevant blogs and forums on the question I’m researching?” If you’re a researcher doing netnography for the first time, that might seem like a sensible approach. Well, you could do it yourself—if...

"Houston, We’ve Had a Problem"--That’s what Apollo 13 astronaut Jack Swigert famously said to Mission Control on April 13, 1970. It’s dramatic, but as a description of a problem, it’s not very useful. If I had been in Houston, I would have been like "okaaaay, what is...

It does according to a post on Vigetengage by former staffer Jen Krupey. In a section of her post entitled "Sentiment Stinks," Jen wrote that, "Overarching consensus was that no tool does a 'great' job getting sentiment right. Human review is still needed. But that...

I've had the privilege to work with some of the world's biggest brands as they begin to incorporate consumer insights from social media into their market research. These companies have traditionally relied on a range of qualitative and quantitative techniques...

The original vision for NetBase was this: Create a tool that makes it possible to harvest insights from the web about people’s unmet needs, then match those needs with new technologies that could be productized to meet them. For me, that’s the definition of an...

More and more companies today are looking at the sentiment consumers are voicing about their brands in online forums, blogs, microblogs, etc.  There’s good reason for this as it has been shown that positive and negative word of mouth correlates with growth. ...