Netnography is a method of ethnography that studies the behaviour of individuals online. It allows researchers to observe the interactions and behaviours of online communities, such as social media platforms or online forums.

The last two years have seen a shift in behaviours across a variety of sectors, and healthcare is no different. An industry that was midway through a mainly technological shift in behaviours has accelerated at a pace beyond initial expectations in several areas, with the pandemic playing its part in encouraging the adoption of new behaviours, and the desire to be safer in general.

Trends in Market Research are inextricably linked to societal and technological changes and 2022 looks to be no different. A number of recent advances in access points for data collection has meant that the industry has been given a number of challenges to overcome.

Market research spans many different forms and methodologies, but it has one simple purpose: to help businesses and organisations make better decisions by helping them better understand their customers and market(s). This simple guide will give you a quick overview of the main methodologies, and help you to avoid the common pitfalls many organisations make in research.