September 28, 2010 09:00 ET

NetBase and Professor Robert Kozinets Launch New Community,

Insight Discovery Company Partners With Father of Netnography to Build First Forum for Industry Experts and Practitioners to Discuss Emerging Methodology

MOUNTAIN VIEW, CA and ATLANTA, GA--(Marketwire - September 28, 2010) -  NetBase, the Insight Discovery company, today announced the launch of, the first community of its kind for marketing research academics and industry practitioners to discuss and share best practices around this new methodology, for understanding consumers by observing the conversations they have online. The company welcomed members to its new virtual community live from the American Marketing Association's 2010 Marketing Research Conference in Atlanta. was co-founded by marketing anthropologist and the originator of netnography, Professor Robert Kozinets. The site was created to provide a global community that will drive the awareness, understanding, and innovation of this emerging method. Netnography is a way to conduct ethnographic research on the Internet. Observing people's social interactions on the Web has opened the door for market researchers to go beyond just social listening and monitoring "buzz" to the next generation of social media analysis and understanding which involves genuine cultural insight.

"Traditional research methods like focus groups and surveys ask people questions in artificial surroundings and in an artificial way," said Professor Kozinets. "Netnography is based upon the fact that people are already communicating about things that are meaningful to them in a natural way, as cultures and communities online. With the social media revolution under way, many companies are just beginning to take notice of netnography. I am very proud and excited that we now have an online community to discuss this evolving method and its many applications." members will have access to the industry's emerging best practices as well as expertise to tap into as they conduct research projects. The community is open to researchers, academics, industry practitioners, and providers of netnography-related products and services. Newcomers will also be able to learn how to best use the methodology to better understand their own consumers.

"As a sponsor for this forum, NetBase supports the mission of netnography, which brings significant benefits to researchers in terms of speed, lower costs and insights from the social web," said Michael Osofsky, NetBase's Chief Innovation Officer and Co-Founder. "Today, social media is changing very rapidly, and there are very few published best practices on netnography. That's why we created a new community to bring these methodologies and tools together around a lively dialogue that captures successful use cases. And since netnography is the study of online communities, it seemed only logical to provide an online community for its discussion."

Individuals interested in joining this free community or getting more information can visit

About Dr. Kozinets

Dr. Kozinets is a globally-recognized expert on online communities, online market research, and online marketing strategy, whose opinions and work have been featured in global media from the New York Times and Newsweek to the Discovery Channel and CBS News. His interests look at the interface of technology, culture, consumption and media, and he has extensive market research experience working with companies including Sony, Campbell Soup, American Express, Nissan, eBay, and Merck.

An anthropologist by training, he is Professor of Marketing at York University's Schulich School of Business, which was recently ranked the 10th best business school in the world by The Economist magazine. His company, Netnografica, helps companies to learn about, educate, and strategize with netnography and netnographic findings.

About NetBase

NetBase provides tools for understanding consumer opinions, emotions, and behaviors as expressed in social media and the Web. Our state-of-the-art natural language processing (NLP) engine reads billions of conversations from more than 75 million social media sources. It automatically organizes up to one year of brand-related chatter to determine not only sentiment but also deep, actionable insights. NetBase NLP is nearly 90 percent accurate, so our customers have the trusted information they need to make better business decisions. Customers like Coca-Cola and Procter & Gamble are turning to NetBase because our tools are smarter, faster, and cheaper than any alternative on the market. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit:

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