Process
The six steps of a netnography study
The six steps of a netnographic study, following Robert Kozinets' framework for researching online communities: planning the question, choosing communities, collecting archival, elicited and fieldnote data, analysis, ethics and reporting. Use it to plan a study of forums, subreddits, Discord servers or review sites. When a pattern turns up in a community, Koji can test it in AI-moderated follow-up interviews with community members.
Where this appears
What's in this process
- Plan the question: Name what you want to learn and the decision it informs.
- Choose the communities: Relevant, active, substantial and rich in detailed interaction.
- Collect the data: Archival posts, elicited interactions and your own fieldnotes.
- Interpret and analyze: Code and theme the posts, moving from raw text to patterns of meaning.
- Keep to ethical standards: Disclose your role where required, protect anonymity and respect community norms.
- Report the findings: Turn patterns into insight, with anonymized verbatim quotes.
Use this image
Free to use in your docs, decks and posts under CC BY 4.0, as long as you credit Koji with a link to this page. To embed it, paste this into your page:
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<a href="https://www.koji.so/visuals/netnography-six-steps-kozinets"><img src="https://www.koji.so/visuals/netnography-six-steps-kozinets/netnography-six-steps-kozinets.png" alt="Process showing the six steps of a netnography study: plan the question, choose communities, collect data, analyze, keep to ethics and report findings." width="1200" height="831" /></a>
<p>Source: <a href="https://www.koji.so/visuals/netnography-six-steps-kozinets">The six steps of a netnography study</a>, Koji</p>
