MindSpace Netnography


Up to now ethnography has used the tools of cultural anthropology to study the physical reality of people, as well as patterns and motivations observed in real life environments, in actual occasions, moment to moment.


What marketers need to take into account today is both the physical as well as the virtual presence of people.

The virtual environment is a powerful influencing force, and it is  in flux, it is shaped moment to moment by the people themselves.

Posting (uploading, tweeting, etc) are all forms of social action and are relevant observational data of immense value.

MindSpace netnography” observes and decodes conversational acts:

  • As they occur through the  medium of technology
  • In whatever form they are generated (written, video, oral, etc)
  • Taking into account that people’s identities operate distinctly and differently online
  • versus offline
 
 
WHAT WE DO

We generate information for successful decision making, via making sense of chaotic human systems: individuals, groups, communities.

At MindSearch:

  • We EXPLORE how people think, feel, act and connect.
  • We UNDERSTAND what lies beyond what people are able to articulate and consciously express.
  • We ANTICIPATE consumer shifts in attitudes, belief systems and motives. We anticipate and project how people can be impacted by brands that have a resonant story to tell.
Our research methodologies include:
  • Focus groups
  • In depth interviews, one on ones, dyads, triads
  • Experience simulations
  • Environmental immersions
  • Creative consumer groups
  • Ethnographic observations
  • Trend watching and trend analysis
BRANDS WE HAVE WORKED FOR
Wind
Singular
Reckitt
Eurobank
L' oreal
Nestle