Sensitive research topics: netnography revisited

TLDR

Netnography occupies a niche between discourse analysis, content analysis, and ethnography, legitimizing covert research and prompting a revision of informed‑consent guidelines. The study explores how netnography can be applied covertly to investigate sensitive topics, arguing that it enables unobtrusive insight into consumers’ opinions, motives, and concerns. By conducting a netnographic analysis of a Danish cosmetic‑surgery message board, the authors followed stages of entree, data collection, analysis, and interpretation, while adapting ethical guidelines to accommodate anonymity and member checks. The analysis confirms that users exchange information and advice about cosmetic surgery, and that anonymity allows them to freely express attitudes and experiences, yielding deeper insights into consumption motives, concerns, and experiences.

Abstract

Purpose This paper discusses how netnography can be applied in order to conduct covert research on sensitive research topics. An analysis of a Danish internet message board on cosmetic surgery illustrates suggestions concerning modifications of netnography guidelines. Design/methodology/approach Owing to the relevance of studying sensitive research topics – in particular when access to informants is difficult – netnography has been applied in an analysis of cross consumer online‐communication about cosmetic surgery on a Danish internet message board. Methodological stages and procedures including entreé, data collection, analysis and interpretation have been followed. In terms of research ethics and member checks, however, the suggested guidelines have been modified. Findings Empirical findings verify that consumers use internet message boards in order to exchange information and advice about cosmetic surgery. Especially the opportunity to masquerade and to cover their identities allows them to express attitudes, opinions, and experiences freely – and hence to study these in order gain deeper insights into consumption motives, concerns, and experiences. Originality/value The paper suggests that netnography is a suitable methodology for the study of sensitive research topics, enabling the researcher in an unobtrusive and covert way to gain deeper insights into consumers' opinions, motives, and concerns. Based on a discussion of netnography's position in between discourse analysis, content analysis and ethnography, it is argued for the legitimacy of covert research, including a revision of existing guidelines for research ethics with regard to informed consent when conducting netnography.