Unlocking Digital Narratives: Insights from FIIB Winter School

In today’s digital age, understanding online interactions is crucial for researchers across various disciplines. Recognizing this need, the Centre for Behavioral Insights at the Fortune Institute of International Business (FIIB), New Delhi, hosted an online workshop titled “Mastering Netnography: A Research Workshop on Understanding and Practical Applications” on February 7-8, 2025. This event aimed to deepen participants’ knowledge of netnography—a qualitative research method that analyzes digital communications.

Workshop Overview

The two-day workshop attracted 25 participants, including 16 research scholars and 8 academicians from esteemed institutions such as IIM Nagpur, Jaipuria Institute of Management, Jaypee Business School, Symbiosis International University, Vellore Institute of Technology, and BINUS University, Indonesia. This diverse group underscored the growing interest in advanced qualitative methodologies and highlighted FIIB’s role in promoting contemporary research approaches.

Key Objectives

The workshop focused on:

• Introducing the foundations of qualitative research and digital netnography.
• Equipping participants with practical netnographic research skills.
• Providing hands-on training in qualitative data analysis using Atlas.ti.
• Guiding attendees in developing research papers utilizing netnographic insights.
• Demonstrating netnography’s applications across various domains.

Session Highlights

Day 1: February 7, 2025

• Overview of Qualitative Research & Digital Netnography: Dr. Kokil Jain from FIIB provided a comprehensive introduction to qualitative research methodologies and the principles of digital netnography.
• Understanding Netnography: Data Collection & Analysis: Dr. Rokhshad Tavakoli of Sultan Qaboos University, Oman, led an in-depth session on netnographic data collection and analysis techniques, offering practical insights into studying online communities.
• Paper Development Workshop: Dr. Kokil Jain and Dr. Sahiba Sahny from FIIB guided participants through the process of structuring qualitative research papers, emphasizing the integration of netnographic findings.

Day 2: February 8, 2025

• Atlas.ti Workshop (Parts 1 & 2): Ms. Roopa Modem, Assistant Professor at the School of Innovation and Management, conducted hands-on sessions on Atlas.ti, a leading qualitative data analysis software. Participants learned to code and analyze qualitative data effectively, enhancing their research capabilities.

Key Takeaways

• Interdisciplinary Applications: Participants explored netnography’s relevance across fields such as marketing, consumer behavior, behavioral finance, and HR/OB, reinforcing its value as a versatile qualitative research tool.
• Practical Training: The hands-on sessions with Atlas.ti enabled attendees to develop essential skills in qualitative data analysis, paving the way for high-quality research outputs.
• Expert Insights: Sessions led by international faculty provided depth and practical relevance, enriching participants’ understanding of netnographic methodologies.
• Research Development: The paper development workshop offered valuable guidance on structuring qualitative research, aiding participants in effectively presenting their netnographic studies.

Participant Feedback

Attendees praised the workshop’s organization and content delivery. The hands-on training with Atlas.ti was particularly appreciated for enhancing practical understanding. Sessions on netnography received commendations for their depth and applicability. Suggestions for future workshops included extending the duration to allow for more hands-on practice, distributing reading materials in advance, and incorporating additional practical activities to foster interactive learning.

Conclusion

FIIB’s commitment to advancing research through contemporary methodologies was evident in the successful execution of this workshop. By fostering interdisciplinary learning and providing practical training, the institute continues to empower researchers to navigate the complexities of digital spaces. The positive feedback and active participation underscore the workshop’s impact and the growing interest in netnography as a valuable research approach.