What is Digital Intelligence and How is it Used?

Markets are in a constant state of flux, and our online world ensures that brands must stay on their toes to keep up with shifting market conditions. It’s not enough to put out a great product, and hope everybody loves it. A competitor that has done their digital...

Red Robin Netnography

Personally, I love Red Robin but wish they were easier to find. I saw a lot of them in southern California but they’re harder to find around here. Their burgers are really hot and juicy. I love the basket of fries, but a story I’m told by my grandma is that as a kid I...

VIZIO Netnography

I’m thinking of getting a new HDTV, so this is the first in a series of netnographies on TV brands. I currently have a Sharp Aquos and I hate that the dark colors in dark movies like Harry Potter are so dark you can’t make anything out. I may as well just listen to...

WebEx Netnography

Sometimes I spend a good portion of my day on WebEx. I’ve met some of the staff at Cisco and when they pass control of the meeting to another participant they say they’re “passing the ball,” because the WebEx icon looks like a ball. According to the Cisco WebEx...

Bobby Flay Netnography

First Martha, then Wolfgang, now Bobby Flay. This is the third installment of our Celebrity Chef series. As with the other two, Bobby Flay does more than one thing. He’s the owner and creative force behind several restaurants—Mesa Grill, Bolo Restaurant & Bar, Bobby...

Wolfgang Puck Netnography

Like Martha Stewart, Wolfgang Puck is a conglomerate. He’s an award-winning chef, but also a restaurateur, cookbook author, newspaper columnist, TV personality, and purveyor of a line of branded consumer products and housewares. According to his website, “Central to...

Martha Stewart Netnography

Where to begin with Martha Stewart, “Queen of All Things Domestic”? She’s a person, of course, but she’s also a brand. She’s been a model, stockbroker, caterer, author and TV and radio personality, and is the founder of the multimedia and merchandising empire called...

Texas Roadhouse Netnography

Most consumers think Texas Roadhouse is doing a good job with steaks and other dishes, but many wish they would turn the music down a notch or two. And please do something about those long waits. Texas Roadhouse is a casual dining restaurant chain that first opened in...

Finding Insights on Forums

I hear from NetBase customers that although Twitter is all the rage, and blogs have been around since the early 2000s, it’s in forums—the Internet equivalent of the old message board—where one gets the most transparency into people’s lives. Why do people join a forum?...

Wegmans Netnography

Wegmans Food Markets, Inc. is a 77-store supermarket chain with stores in New York, Pennsylvania, New Jersey, Virginia, and Maryland. The family-owned company, founded in 1916, employs over 41,000 people, had 2010 sales of $5.6 billion, and is one of the largest...

Trader Joe’s Netnography

Trader Joe's is a privately held chain of specialty grocery stores headquartered in Monrovia, California. As of December 2010, Trader Joe’s had a total of 353 stores. Approximately half of its stores are in California, with the heaviest concentration in Southern...

Kroger Netnography

Headquartered in Cincinnati, Ohio, Kroger is the nation’s largest traditional grocery retailer, employing more than 334,000 associates who serve customers in 2,461 supermarkets and multi-department stores in 31 states. The company operates under two dozen local banner...

Safeway Netnography

Safeway began in 1915 as a Skaggs store, owned by M.B. Skaggs, in American Falls, Idaho. In 1926, the company merged with 322 Safeway (formerly Selig) stores. In the 1930s, Safeway introduced produce pricing by the pound, dating on perishables to assure freshness,...

Publix Netnography

Publix, a privately-held company operating stores in Florida, Georgia, South Carolina, Alabama and Tennessee, was founded by George W. Jenkins in 1930 in Winter Haven, Florida. It has grown into a Fortune 500 company with more than 1,000 stores and is one of the...

Ziploc Netnography

Here’s how Ziploc’s parent company, SC Johnson, describes itself: “We make homes better for families. SC Johnson is one of the world’s leading makers of household brands. We’re a 124-year-old family company, and our trusted products can be found in homes around the...

Rubbermaid Netnography

Here’s how the company describes itself on its website: “Rubbermaid is a leader in developing innovative, high-quality solutions that help consumers keep their homes in order. Widely recognized and trusted, Rubbermaid designs and markets a full range of organization,...

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