An Exploration and Practical Application of Netnography



Organised by:

University of Liverpool


Dr Rachel Ashman


Entry (no or almost no prior knowledge)


Dr Billie-Gina Thomason

video conference logo

Venue: Online


Netnography involves studying online socialities and cultures to gain insights into emergent social phenomena. The method was developed by Professor Robert Kozinets in the 1990s as a way of understanding the techno-social dynamics of online spaces. Typically, netnography involves a combination of qualitative research methods, including immersion journaling, participant observation and interviews amongst others. Various interpretive approaches to data analysis can be used, including hermeneutic and thematic analysis. 

Owing to the increasingly digital nature of social life, netnography is well established as a rigorous way to gain creative, deep, and cultural insights into a range of phenomena. Given that the data collected in a netnography is often spontaneous, indigenous, interactive, and naturally occurring, it offers fresh and often uncovered perspectives straight from a public of people, dwelling online. 

This workshop provides researchers with an introductory understanding of netnography, as well as support and guidance in managing some of the challenges associated with this method, including guidance around how to design netnographic studies. 

By the end of the course participants will:

  • Understand Netnographic praxis including managing benefits and challenges of netnography.
  • Be able to evaluate when netnography should be used and why.
  • Be able to design appropriate netnographic research projects to address research questions.
  • Have an awareness of the ethical issues associated with the use of netnography, including understanding the difference between public and private data sources. 
  • Understand analytical approaches suited to data gathered using netnography.



The fee per teaching day is £30 per day for students / £60 per day for staff working for academic institutions, Research Councils and other recognised research institutions, registered charity organisations and the public sector / £100 per day for all other participants. In the event of cancellation by the delegate a full refund of the course fee is available up to two weeks prior to the course. NO refunds are available after this date. If it is no longer possible to run a course due to circumstances beyond its control, NCRM reserves the right to cancel the course at its sole discretion at any time prior to the event. In this event every effort will be made to reschedule the course. If this is not possible or the new date is inconvenient a full refund of the course fee will be given. NCRM shall not be liable for any costs, losses or expenses that may be incurred as a result of its cancellation of a course, including but not limited to any travel or accommodation costs. The University of Southampton’s Online Store T&Cs also continue to apply.

Website and registration:


North West


Interpretivism, Participatory Research, Ethnographic Research, Digital Social Research, Face-to-face survey interview, Telephone/video call survey interview, Qualitative interview design, Structured interviews, Unstructured/ ethnographic observation, Visual Methods, Narrative Methods, Ethnography, Qualitative Longitudinal Analysis, Online qualitative fieldwork, Analysis of social media, Reflexivity, Immersive netnography, Mobile digital data, Qualitative longitudinal research, Social media data

Related publications and presentations:

Participatory Research
Ethnographic Research
Digital Social Research
Face-to-face survey interview
Telephone/video call survey interview
Qualitative interview design
Structured interviews
Unstructured/ ethnographic observation
Visual Methods
Narrative Methods
Qualitative Longitudinal Analysis

Back to archive...