Analyzing Consumers Generated date

The following is description of the research, it is followed by some details from the instructor. Please pay attention for the requirement.
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Your task is to analyze consumer generated online postings—e.g., blog entries, pictures, and videos—for a product category or brand of your choice. The material should be generated by consumers (advertisements are usually created by firms and/or their advertising agencies and are not appropriate). You can, however, show ads to demonstrate how consumer generated material differs from firm generated advertisements.

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1) Select some individuals with whom you will be comfortable working. Team members between 2-5.
2) Select
a. A product category (e.g., baseballs, tomatoes, aftershave).
b. A brand that may encompass several product categories.
c. A specific product category for a specific brand (e.g., Nike basketball shoes) of interest.
3) Find a number of online postings by consumers discussing or portraying their experience with the product or brand. You may want to consider:
a. Blog entries (which can be searched through the Google Blog Search feature at https://blogsearch.google.com).
b. Consumer product evaluations sites such as epions.com and evaluations on merchant sites such as Amazon.com.
c. Photos (available from Flickr (https://www.flickr.com), WebShots (https://www.webshots.com/), Picasa Web (https://www.picasaweb.com), and any other photo share sites. You can also search using the Google Images search feature (https://images.google.com).
d. Video recordings (available from YouTube and Google Video Search (https://video.google.com).
e. Other online media.
f. To zero in on specific items, you may want to search using phrases put in quotes—e.g., “new cell phone,” “contract ran out,” “lost my phone,” “heel broke,” or “pink Blackberry.”
4) Discuss the possible motives/influences of the consumers generating the material in question (e.g., genuine desire to help others, wanting to look good, desire to promote a favorite brand, desire to present an alternative brand to the market leader, “blowing off steam,” show off creative talents more than dealing with substance per se, desire to entertain).

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5) Identify the extent to which different people who create material on similar topics/brands either compete with each other or promote other people’s material.
6) Identify theme or issues identified. Note that photos and videos may be “staged” or sensationalized to some extent. Nevertheless, do these at least suggest certain underlying consumer motivations, emotions, and/or perceptions?
7) Identify implications for the marketing of the product or brand in question—e.g.,
a. Effective advertising messages (e.g., could a particular photo—with proper permissions—be used as an ad with a suitable caption?)
b. Issues for product design and or content (e.g., are there aspects enjoyed or aspects causing frustration apparent?)
c. Information that should be available for consumers on manufacturer web sites.
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Here is a detailed information about the topic and what topics must you touch:
a. A product category: Smart Phones – focus on segmentation, different customers groups buying different brand, product & why
b. A brand that may encompass several product categories: Apple – focus on Brand & Consumer or new Marketing communication brought success
c. A specific product category for a specific brand: iPhone – focus on all four Ps strategy, advantage compared with other competitors

Then within each study, you can include your thoughts includes “for example, mobile advertising, advertising through music, targeting opinion leasers, and market segmentation … etc”