Looking for that wine store idea that sets you apart from your competitors? The best way is to ask your customers. Another way is to gather customer insights into your business through social media research also known as netnography. In the movie Avatar Sigourney Weaver is an anthropologist who was studying another community by becoming immersed in it. This post is about something similar – immersing yourself in internet communities. The difference is we don’t use Na’vi-human hybrid bodies to interact with the natives of Pandora, rather we use the internet to get involved with other humans in their own internet environment. A little easier I think.