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Burt’s Bees: Discovering Who Really Talks About Your Brand
SDL engaged Burt’s Bees in order to identify key target audiences for the brand, understand their key motivators to purchase, and discover the best channels to reach them through.
Virtual ethnography was the methodology SDL chose to use in order to identify these key targets because it provides a nuanced understanding and deep context into the types of conversations happening across social channels.
the challenge
SDL wanted to identify ways the Burt’s Bees brand could engage consumer groups in a compelling and personal way.
To do this, SDL used publicly available data to perform ethnographic research in the virtual space in order to determine the sentiment which groups of consumers used to speak about Burt’s Bees. From this, SDL was able to determine the stability of its existing consumer base and also identify any new audiences Burt’s Bees could target.
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Virtual ethnography utilizes the Internet as a culture in its own right in order to observe patterns in conversation, common social practices, and create links between the online and offline world for people seeking business content.
© 2013 SDL
The solution
A virtual ethnography is an extension of (offline) ethnography in that it explores culture both on- and offline.
Both virtual ethnography and ethnography are research methodologies rather than a data collection technique.
Data is collected until no new themes are found, meaning that researchers typically do not set quotas but rather use research populations as guidance. Virtual ethnography can take three forms:
• Ethnography of a virtual space (one website or more)
• Ethnography of a group of people (across multiple websites)
• Ethnography of a topic (across the internet, including many groups of people)
As SDL sought to identify the core Burt’s Bees consumer base, conversations mentioning Burt’s Bees were scanned, looking for emerging themes in conversations. SDL
Burt’s Bees: Discovering Who Really Talks About Your Brand
SDL engaged Burt’s Bees in order to identify key target audiences for the brand, understand their key motivators to purchase, and discover the best channels to reach them through.
Virtual ethnography was the methodology SDL chose to use in order to identify these key targets because it provides a nuanced understanding and deep context into the types of conversations happening across social channels.
the challenge
SDL wanted to identify ways the Burt’s Bees brand could engage consumer groups in a compelling and personal way.
To do this, SDL used publicly available data to perform ethnographic research in the virtual space in order to determine the sentiment which groups of consumers used to speak about Burt’s Bees. From this, SDL was able to determine the stability of its existing consumer base and also identify any new audiences Burt’s Bees could target.
“
Virtual ethnography utilizes the Internet as a culture in its own right in order to observe patterns in conversation, common social practices, and create links between the online and offline world for people seeking business content.
© 2013 SDL
The solution
A virtual ethnography is an extension of (offline) ethnography in that it explores culture both on- and offline.
Both virtual ethnography and ethnography are research methodologies rather than a data collection technique.
Data is collected until no new themes are found, meaning that researchers typically do not set quotas but rather use research populations as guidance. Virtual ethnography can take three forms:
• Ethnography of a virtual space (one website or more)
• Ethnography of a group of people (across multiple websites)
• Ethnography of a topic (across the internet, including many groups of people)
As SDL sought to identify the core Burt’s Bees consumer base, conversations mentioning Burt’s Bees were scanned, looking for emerging themes in conversations. SDL