Author

Marek Tobota

Marek Tobota has 16 articles published.

Marek Tobota
Founder of Data Tribe - a Warsaw based strategy and research boutique. Netnographer and trendspotter with wide experience in marketing and PR. Seeker for new ways of qualitative research in the Internet.
Personas en un coworking
Business/Opinion

Microcultures can lead to emerging trends

In the Polish language, the word ‘microculture’ arguably does not carry many connotations. Our daily reality is dominated by culture in its general sense: European, Polish, pop or niche culture for that matter. Look at a yoghurt cup and you will find ‘live cultures’ there. In the realm of research, microcultures are normally studied by… Keep Reading

5G coronavirus
Opinion

Coronavirus and 5G, or Why the Bat Doesn’t Cut It

In her book, Psychology of Conspiracy Thinking [in original Psychologia myślenia spiskowego] (2016), Monika Grzesiak-Feldman cites a late-1970s study in which researchers tested the theory that people are more inclined to attribute a big cause to big events. Participants were presented with two possible assassination scenarios: in the first one the attacker shot and killed… Keep Reading

etnografía en internet
Methodology

Ethnography on the Internet – what´s next?

What is the value of ethnography on the Internet? What are the main debates in netnographic practice? The Internet has been attracting researchers’ attention for long. As a relatively new territory, it presents a methodological challenge. For anthropologists as well. On the one hand, it involves new forms of communication, on the other, it gives… Keep Reading

is data right
Analysis

Is Data Always Right?

For several years now, data has been a master key unlocking many doors in marketing. The days are long past when large data volumes were the big thing, a more considered approach now holds sway. It is not about Big Data anymore but about Deep Data, Smart Data and, importantly, more and more, about Human… Keep Reading

gamers
Analysis

Chasing the Gamers

Towards the end of the 20th century, researchers went to great lengths to understand the Internet user. Now, with access to the world wide web much wider, no one sees Internet users as a homogeneous social group. Are gamers at the end of a similar road? Who is the Polish gamer today? The news that… Keep Reading

Analysis

User as a Currency

Both internet users and market regulators are becoming more concerned about who uses personal data and how. The recent events involving Cambridge Analytica have helped to raise the awareness that the old joke, ‘on the Internet, nobody knows you’re a dog’, has long run its course. In this context, an opinion is often voiced at… Keep Reading

Go to Top