sitem-insel AG

learn@lunch – March 2022



March 22, 2022


12:15 - 13:00


Online Only

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.