Diving into a ‘Day-in-the-Life’

By: Dorothy Nam

When I began searching for scuba gear in 2021, my initial search was broad, yet quickly consumed more time than I expected.

I sought recommendations and advice from divers online and visited my local dive shop to talk with experts and feel the gear. Beyond the material considerations, I’d be remiss if I didn’t mention the emotions that floated during this time. This gear would allow me to breathe under water—exciting, but also…gulp.

I would have been a perfect candidate for a Day-in-the-Life study.

These studies, often conducted as digital ethnographies, offer a unique way to understand how consumers’ lifestyles, behaviors, and perceptions influence their product choices and brand interactions. They capture key pain points and motivations, mapping out and detailing the consumer journey.

I would be ecstatic to be a part of a study and talk about scuba diving and what it means to me— it’s not something I get to do often (hence, why I may be writing this blog post)! If you’re a scuba diver, you know many of us are eager to make new ‘buddies’, even if to just swap dive stories.

On the first day, I’d get to know the study’s moderators, answering questions about my interests and how I first got into scuba diving. I’d upload photos of my gear evolution—from the equipment I started with to my ‘dream’ setup. I’d also share my diving wish list and goals.

On the second day, we would dive deeper into various brands, exploring what makes them appealing or unappealing (e.g., warranties, negative reviews, safety features). I’d respond to 1-2 video prompts about my criteria when purchasing scuba equipment, and share links of trusted sites and resources that influenced my decisions.

On the final day of digital ethnography, I’m asked to visit a specific site to reflect on its content, sharing my perceptions and reactions to the brand’s offerings. I might be biased, but I’d like to think my participation would provide enough valuable insights to warrant a 30-minute follow-up interview, where I could expand on my responses.

And that’s a wrap on the research! While I may not know the outcome, it’s fascinating how personal experiences like mine could help inform broader marketing strategies. Plus, reflecting on my diving experiences is the next best thing to actually being in the water.

Ready to dive deeper into your next project? Reach out to W5 and connect with our in-house scuba experts!