March 22, 2022
12:15 - 13:00
Netnography – how to explore the patients’ perspective by immersing into social media
Constance Casper, HYVE-Munich, Senior Innovation Researcher & Dr. Gregor Jawecki, HYVE-Munich, Managing Director
Netnography is a qualitative research approach which helps to gain a deeper understanding of consumers and their perspective by analyzing online forums, blogs and other social media sources. Such unbiased consumer insights can then be used as the starting point for more consumer-centered solutions and innovations. In this session we want to introduce the method and discuss its potential but also limitations when exploring the experiences, needs and ideas of patients, relatives, caregivers, and the like.