Netnography: The Marketer's Secret Ingredient

http://www.technologyreview.in/business/26434/page1/

This Article from the MIT Technology Review discusses how the soup people at Campbell's used anthropology online to derive powerful consumer insights by leveraging social media to relaunch their website 'Campbell's Kitchen'.

While focus groups, surveys, and econometric data models still rule the day, there are a few pioneers who are adding this secret ingredient to their recipes. Companies like American Express, Coca Cola, Daymon Worldwide, Beiersdorf (Nivea), BMW, Swarovski, Adidas, and Campbell's are already benefiting from netnography. They are learning to listen not only to the words of the social medium but to its deeper, and much more profound, cultural message.