From booking to baggage claim, how airlines use in-the-moment video research to capture the full passenger journey — and turn it into real service improvements.

AI is changing every stage of how people shop, decide, and connect with brands. The real story isn't the technology, it's how humans experience it, and how researchers capture that experience in context.

Why fan experience is now central to how sports brands compete, and how in-the-moment video research captures the emotional highs and lows that surveys miss.

How click and collect reshaped omnichannel retail, and how mobile ethnography helps brands understand the real behaviour driving today's shopping journeys.

What shopping missions are, why they reveal shopper behaviour that surveys can't, and how to run an effective shopping mission study.

What journey maps and service blueprints are, how they differ, and how to use mobile ethnography to make sure yours reflect real customer experiences — not internal assumptions.