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Mobile Research | Mobile Ethnography

IN AMA (United States)

Market research companies utilizing diaries, image capture, and lifestreaming techniques via a mobile device for data collection.

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W5 on Ethnography


Consumer ethnography interprets daily life rituals such as cooking, communicating, working, and shopping to uncover the motivations and meanings of those behaviors. Ethnographic research delves beneath self-reported attitudes, behaviors, and motivations to understand environmental, social, cultural, and psychological influences on consumers. Ultimately, ethnography creates an interpretive framework for understanding the consumer by determining what internal (emotional, rational) and external (social, cultural, environmental) influences affect perception and motivate behavior. Once uncovered, these insights can be translated into actionable recommendations for marketing, messaging strategy, and product design.

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W5 Thought Piece - Video Ethnography


Traditional market research reporting can be one-dimensional, limited to presenting study findings as text, numbers, graphs, and charts, often failing to communicate the heart of consumer experience. Video Ethnography is an additional, powerful tool that makes “flat” messages more multi-dimensional and brings research subjects to life. Video Ethnography is akin to documentary storytelling as it enhances observational understanding with its nuances of tone, gaze, and energetic investment. It’s more than audio, visual imaging, or words?video is all of these, presented simultaneously in a visual narrative.

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