Researchnig youngsters online, Kateřina Gillárová, Idealisti
O wykładzie:
As social network sites like MySpace and Facebook emerged, teenagers began adopting them as spaces to mark identity and socialize with peers. Teens leveraged these sites for a wide array of everyday social practices—gossiping, flirting, joking around, sharing information, and simply hanging out. As social network sites have been predominantly used by teens as a peer-based social outlet, the marketing managers became interested how to use these spaces as a fruitful field of insights into the young consumers´ life.
This workshop explores the ways marketing employees can keep in touch with young target groups thanks to the internet. It describes the consequences of new technologies on the society in broader sense and the influence of web 2.0 on the marketing research in particular. It tracks the similarities and the differences between the offline and online ethnographic methods. It focuses on concrete research techniques of youngsters to be used on the internet. Furthermore, it investigates the synergy of the offline and online research.
O prelegentce:
Kateřina Gillárová
A marketing researcher in the consultancy company Idealisti, based in Prague, the Czech Republic. She has several years of experience in advertising and social research. Currently, her focus is on ethnographic research and its implementation in marketing practice. Last year, she lead a regional lifestyle research project of teenage boys for Mars Company (Czech Republic, Hungary, Poland). Kateřina is also a PhD. student at the Institute of Communication Studies and Journalism, Charles University in Prague. In her doctoral thesis, she reviews the concept of opinion leader in the contemporary networked society. She gives lectures at both Charles and Metropolitan University in Prague. She is a frequent contributor to Czech professional magazines and textbooks.
