Transcript
So there’s many benefits of mobile ethnography. The first one is it obviously doesn’t require a researcher to travel to meet respondents. So it’s very cost effective, it saves you all that time and all that money spent on planes and in hotels.
It also scales very well, so it allows you to engage multiple respondents at the same time whereas traditional ethnography is typically a one-to-one linear sequence of research, okay. It’s reach is enormous, so you can research and connect with respondents in any markets anywhere, any time.
So it’s practically powerful and multi-market research where you’re covering different countries or you’re covering multiple markets in the US for example.
And the final thing, I think that’s the most important is, it’s very authentic. Okay, so when a respondent is taking part in a mobile ethnography project, it’s just them and their smartphone, there’s nobody else in the room. So what that means is there’s no post rationalisation of what they’re sharing with you. There’s no group bias. They’re in their everyday context, they’re on their own and they’re showing you what they’re doing right now.
And as a result, that gets you really, really close to the real life behaviours that every business needs to capture.
Learn more
Blog Recommendation
Case Study Recommendation
Get started with Indeemo and get close to the real life behaviours that every business needs to capture.
Connect with the humans that matter to you, in the moments that matter to them and generate rich, actionable insights as a result.