We do netnography: our qualitative research methodology is based on grounded theory, the pioneering work of Barney Glaser and Anselm Strauss. First we learn the nature and specialities of the researched field: we learn how our client’s brand, competitors, market, issue or challenges are built up, what are the main factors, topics, questions.

We don’t start with hypothesises, instead we start with a simple question: what is the problem that we our client try to solve or understand? Than we gather free, open online data – articles, opinions, comments, reactions, posts, updates through social listening and other techniques, from almost 150 channels, from tens of thousands of sources. Therefor the answers does not come from us: they come from everybody.

Our researchers than dive into the data: they look after patterns, recurring ideas and elements, than break them down into groups of concepts. Concepts than evolve into categories, and based on those categories and the supporting data a working theory emerges. Than we retest the theory against the rest of the data and we tune our inductively created theory until it provides a clear answer to our initial question or problem.

We can provide research for more than 120 living human language.


1. Research design

Detailed, step by step research plan is created in accordance with bespoke business questions and research objectives.

2. Relevant keyword compilation

Exploratory research to identify authentic words and phrases of organic online conversations about researched topics, brands or themes.

3. Open web data assembly

Using the identified consumer language and a complex keywords syntax – often going into the thousands of items – the open web data becomes accessible via social media monitoring tool. We crawl and filter relevant data from blogs, forums, comment sections, Facebook, Twitter, Instagram and more.

4. Human assessment

Using an exploratory reading method, the analyst team reads the conversational data, and maps the topic nodes till qualitative saturation – drawing the narrative landscape.

5. Analysis and interpretation

Insights captured during the conversation discovery are validated, quantified and analysed in-depth by a native speaking analyst team. Research validity and reliability is ensured by rigorous inter-coder reliability measures.

6. Insight generation

Bringing you strategic insights grounded in unfiltered opinions and experiences of your products or category.