Mobile Eth-what???
Picture this. You and I are sitting together, coffee on the small table in front of us. We are getting to know each other or catching up. Then you ask me how business is going, and what kind of projects we’re doing. Chances are my eyes will light up and I’ll say, “Ohhh! We’re doing a really interesting mobile ethnography right now!”
Now, if you’re a frequent user of insights and research, you’ll ask your next question.
But if you’re like most people, you’ll get a funny look on your face that I have come to recognize means you have no idea what mobile ethnography means and you’re trying to decide if it would be embarrassing to ask.
So…What Is Mobile Ethnography?
Mobile ethnography combines the best of traditional ethnography, where researchers observe and interact with people in their natural environments, with the efficiency of mobile research, where data is collected using mobile devices, such as smartphones.
In mobile ethnography, participants are guided through questions and asked to record their experiences, thoughts, and feelings by taking photos, videos, and making notes with their mobile devices. These digital diaries provide an intimate, unfiltered glimpse into their lives. Researchers can then analyze this data to uncover valuable insights about consumer behavior, preferences, and pain points.
It’s an innovative way to get up-close with consumers without the bias created by actually being in physical proximity to them.
Where Do You Use Mobile Ethnography?
Mobile ethnography is a versatile tool that can be used in various contexts:
Benefits of Mobile Ethnography
Mobile ethnography can yield enormous benefits for brands:
Authentic Insights: Capture raw reactions and emotions.
User-Generated Media: Walk away with a rich dataset including photos and videos.
Contextual Understanding: Discover usage contexts and hidden pain points.
Cost-Efficiency: Save time and resources compared to traditional ethnography.
Expanded Reach: Eliminate geographic barriers to connect with a larger audience.
As qualitative researchers, we value how mobile ethnography provides the opportunity to collect lots of open-ended data and explore topics through the lens of consumers. As a bonus, the screening process for mobile ethnographies allow us to collect baseline quantitative data as well, which can nicely complement the depth of the mobile ethnography findings. By engaging users in their natural environments and leveraging the power of mobile technology, mobile ethnography can reveal game-changing insights for brands.
Ready to see us geek out about mobile ethnography? Let’s talk.
