Transcript
1. Secure
So there are multiple reasons. First of all it’s safe. So it’s contactless research methodology which means that it can be done fully remotely and this means that there’s no risk whatsoever to the participants who're usually a patient and that’s extremely important given the times we’re in right now.
2. Private
Secondly it’s private. So Mobile Ethnography thinks about it as a one-to-one private connection between a researcher and a research participant who’s typically a patient. So because it’s private it’s extremely valuable for sensitive research topics where respondents will be extremely unlikely to open up in a group format for example.
3. Asynchronous
Thirdly it’s asynchronous online research. So this is particularly important for hard-to-reach healthcare professionals so with mobile ethnography, HCP’s can do the research in their own time without the hassle of having to schedule meetings or actually traveling to meet you and this makes it much more convenient for them to complete it when they’ve got some time in their everyday schedules.
4. Contextual
Mobile Ethnography is contextual so the reality is participants are completing tasks and sharing their data from the privacy and the comfort and the security of their own homes. So as a result what you get to see is a much raw richer lens into what’s really happening in their everyday lives and then that richness and that rawness can give you a whole new perspective on what’s really happening and what the patient experience is really like.
5. Longitudinal
Finally mobile ethnography is a longitudinal research methodology so this means that the research can take place over several days several weeks or even several months so we have multiple studies that have been going on for multiple months at a time so what this does is it gives you the researcher time to properly get to know the patient and accurately map their patient journeys.
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