This chapter explores the idea of virtual or online research, exploring online communities and content. Some of the key sources of data, such as Facebook, Twitter and Instagram are outlined. The idea of the ‘netnography’ is introduced, and the various stages associated with undertaking netnographic research are outlined, as are the most important netnographic methods. Assessing online data is discussed, and the chapter concludes with a discussion of some of the key ethical issues specific to online research.