Humans Of The Web

An Introduction To Netnography

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Henry & Co. on

The gifts of our colors may be different, but God has so placed us as to journey in the same path — James Fenimore Cooper, The Last of the Mohicans

Netnography is the observation of human behavior on the internet. Today, businesses of all sizes use expert netnographers to to observe how people interact on the internet. This article introduces readers to netnography.


The word “ethnography” is made up of two words ie ‘ethno’ which means of people and ‘grapho’which means I write. I attended a class where a professional ethnographer explained his modus operandi. It ranged from simply carrying a diary along and observing people go about their daily lives to actually finding good representatives of a tribe or community who could explain their way of life. Thus, methods of collecting data range from observation, inquiry, surveys to interviewing members of a community.

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See page for author [CC BY 4.0 (], via Wikimedia Commons


Netnography can take many forms including studying the behavior of communities on bulletin boards or social media networks to gather data about the qualitative aspects of consumers that is hard for an algorithm based on pure statistics to obtain.

Netnography: Faculty Focus: Robert Kozinets
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Robert Kozinets,

Business As It Should Be

When life itself seems lunatic, who knows where madness lies? Perhaps to be too practical is madness. To surrender dreams — this may be madness. Too much sanity may be madness — and maddest of all: to see life as it is, and not as it should be! — Miguel de Cervantes Saavedra, Don Quixote

Written by

Writer @ The Intersection of Finance, Tech & Humanity. Stories of a Global Language: “Money”. Contributor @ Startup Grind, HackerNoon, HBR. Twitter@akothari_mba

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