This chapter explores the integration of netnography and qualitative text data analysis as innovative tools in contemporary consumer research. Building on ethnographic traditions, netnography adapts immersive qualitative methods to digital environments, enabling researchers to investigate online communities and consumer behaviour across social media platforms. The chapter discusses the theoretical and methodological foundations of netnography, including its roots in anthropology and its applications in studying digital discourse around products, brands, and cultural practices. Emphasis is placed on qualitative text analysis methods such as discourse analysis and interpretative phenomenological analysis, which reveal how consumers construct meanings and experiences around food, beverages, and other consumer goods. Ethical considerations unique to online research are addressed, highlighting the need for rigorous standards when studying publicly available digital content. A detailed case study illustrates the use of netnography and text mining to examine mint consumption trends across Latin America, demonstrating how qualitative insights can complement quantitative data to reveal emerging consumer practices and cultural narratives. Together, these methods provide a powerful framework for understanding the complexities of consumer experiences in increasingly digital and interconnected marketplaces.