No one can deny the revolution the Internet has unleashed on modern society. Individuals now turn to the Web first for all kinds of information, services, and entertainment. Though the Web will never replace real-world, in-person experiences, it’s hard to think of an aspect of life that isn’t mimicked, extended, or enhanced in some way by the Internet. The notion of “living online” has indeed become a reality.

The Internet has had an equally profound effect on business. With the increased pace of information and innovation, everything from marketing and advertising to public and customer relations is adapting to a multitude of channels and challenges.

What makes Netpop unique?

Netpop was developed in San Francisco during the unprecedented growth of the Internet—from boom, to bust, to 2.0. Its founders have worked on interactive products and research services since 1995. Since then, we’ve all observed a tidal wave engulf industry after industry—travel, finance, banking, dating, games, music, advertising and, most recently, television and movies. The Netpop team has partnered with numerous companies and start-ups over the years, some aiming catch the wave, and others a ride on the limitless Long Tail.

Our involvement in countless market research studies—concerning the Internet and its networked population—led to our development of the four “tenets” of Netpop:

1. Know Your Broadband Customer.
2. Sometimes You Just Have to Ask.
3. Conversation is Key.
4. Market Research for Everyone.

1. Know Your Broadband Customer

The axiom “know your customer” is just as true today as ever—particularly as it applies to the broadband generation. No group has a greater influence on friends and family, or the success and failure of products. The broadband customer embraces new communication and marketing channels, and dictates the tools of the future.

Sure, we can isolate Video Gamers, or Boomer TV Lovers, or NASCAR Dads. But the baseline characteristic that matters most—the characteristic that distinguishes the modern consumer—is broadband usage. That is why Netpop focuses solely on broadband users. They are our target population, because they represent the customers that matter most for companies with an eye toward the future.

2. Sometimes You Just Have to Ask

Transactional or “clickstream” data is incredibly informative. But, like any research tool, it has its limits. Some questions or research objectives simply require us to ask. Transactional data logs can tell us what people do online, but very little about why they do it or what they like to do (or buy) when they are offline. It’s not that attitudes and perceptions are more important than actions. Rather, self-reported data complements transactional data by providing a holistic picture of the broader market.

3. Conversation is Key

The balance of power has shifted from a select group of major media providers to a decentralized model that gives independent, diverse voices equal airtime. Thus amateur voices (note not amateurish) bear increasing influence on consumer attitudes and purchase decisions, making it imperative for companies to listen to what consumers are saying, and to learn from what they have to say.

Netpop connects companies with consumers in meaningful ways through formal and informal conversations. NetpopResearch.com offers survey-based research to reliably quantify how consumers feel, think, and act.

4. Market Research for Everyone

The final tenet of Netpop involves the Internet’s impact on market research itself. Netpop aims to make quality market data accessible, not just for large companies, but also for individuals, consultants, and everyone in between. With that in mind, we’ve priced our basic credit package at $25 to access for anyone seeking a deeper understanding the broadband consumer.

It’s a brave new era for market research—and Netpop is right in the center of it.