In netnography, researchers must (1) gain entrée into the community, (2) gather and analyze data from members of the community, (3) ensure trustworthy interpretation of the data, and (4) provide opportunities for feedback on the research report from members of the community (see Chapter 9 for interpretation and analysis of qualitative data). Before gaining entrée, researchers develop research questions and search to identify online forums that will provide the answers to their research questions. Generally, researchers prefer to collect data from higher traffic forums with larger numbers of discrete message posters and greater between-member interactions.