What does the term "found data" refer to in netnography?

The term "found data" in netnography specifically refers to data generated by online communities. Netnography is a qualitative research method that adapts ethnographic techniques to study the interactions and behaviors of individuals within online environments. This method involves observing and analyzing the conversations, images, and exchanges that occur in these digital communities, thus leveraging the rich, contextual information that users naturally produce in their discourse.

Data generated by online communities can include comments, posts, pictures, and other types of user-generated content shared on social media platforms, forums, and blogs. Researchers tap into this organic collection of data to gain insights into consumer behavior, brand perceptions, and social dynamics within the online sphere, accentuating the authenticity and relevance of the findings derived from real-world interactions.