Mobile Ethnography White Paper
Learn how Mobile Ethnography can supplement your research projects and generate richer contextual insights for your brands.
Using mobile ethnography to understand runners work-out activities.
In the competitive world of sports footwear, our client provides the ultimate running shoe designed for the most challenging conditions. By embracing runners needs, they have created a running show which competes with even the most established sportswear brand.
The Challenge
Our client was facing a challenge in gaining a comprehensive understanding of consumer exercise habits.
In order to inform their marketing approach, they needed to document the everyday behaviors of both professional marathon runners and casual runners.
However, capturing this information was difficult due to the constantly changing routines and habits of these mobile consumers.
Moreover, they needed to understand how consumer habits varied from country-to-country and from person-to-person adding an extra layer of complexity to the project.
The Goals
Our clients objectives were to:
Get inside the heads of runners of all abilities to understand their motivations when it came to their workout routines
Capture media rich posts showing everyday routines and actions of runners
Discover what running shoe brands were favoured by different levels of runners
104 Respondents
8 Tasks
5 weeks
Tasking Strategy: All-at-once Tasking
The Solution
Using Indeemo, our client was able to complete a multi-country ethnography project, capturing rich, real-life moments from consumers over the course of a week-long diary study.
Respondents uploaded photos, videos and text responses to tasks giving a full insight into their running routines. From the trails to the city streets, Indeemo was there with respondents every step of the way!
Indeemo was also able to assist in rolling out the project to 4 different countries, in 4 different languages gaining an understanding of how behaviours varied throughout different regions.
Our client also identified 3 different ability levels of runners which we were then able to ascribe to individual target groups. This allowed them to have 14 target groups in the project, gaining a comprehensive understanding of how each of these different targets differed in their attitudes and behaviours.
For such a wide-reaching and comprehensive study, Indeemo was invaluable in enabling our client to cut down the costs of such a large-scale geographic project.
If you’d like to know more about how Indeemo can help your Sportswear brand understand your consumers by getting in-context and in-the-moment insights into their behaviours and needs, please contact us.
Contact Us
Digital Ethnography offers a comprehensive and adaptable method for gaining insight into the daily lives and behaviors of participants. Projects can last anywhere from a few days to a year, but usually run for 1 to 2 weeks.
Through our analysis of hundreds of projects, we have gained extensive knowledge on how to optimize research for mobility and can quickly launch your Mobile Ethnography projects within just one business day.
We would be happy to discuss further with you.
