Customer Insights are of key importance to brand and product managers these days. It is important to really understand the consumer before proceeding with a product development or strategic planning. This paper describes a new research method that utilizes the reformative developments on the Internet called Web 2.0. It discusses the advent of ‘folksonomies’ on the Web and their impact on the way people are using the Internet. It will discuss the options given by the ‘folkso­nomies’ in terms of interactivity for researchers with the aim to gene rate insights from the consumer.

This paper discusses a change in the way qualitative data can be collected and organized: moving away from traditional research with coding and frequency measures to new, intuitive techniques using visual text analyses and thereby in­creasing efficiency. It will be shown how researchers can go on an interactive journey through the collective thoughts of a selected target group.

This new way to explore consumer needs could be referred to as Online Re­search 2.0.