Mobile Ethnography
Mobile Ethnography is one of the most flexible research tools available, allowing W5 to connect with a wide array of participants spread across time zones and geography via a smartphone app or mobile platform.
Mobile Ethnography allows researchers to virtually accompany consumers in their natural environment. Throughout the process, W5 integrates mobile-enabled activities to increase consumer engagement and generate insight. These may include exploring product usage, daily rituals, shopping experiences, and so forth by capturing media and providing feedback in real time.
“Ethnography is something you have to actively be aware of doing; it's not passive work. It takes considerable conscious effort to do it well.”
―Leticia Supple
Mobile Ethnography is an efficient and minimally invasive way for consumers to share their thoughts and experiences―a multisensory landscape of a consumer’s world that can help you:
Identify fallacies in reported versus observed behaviors
Capture first impressions of new products or services
Facilitate understanding of how, when, and why a product or service is used in its natural environment
Chart the moments a consumer engages with a product or brand on a daily basis
Identify pain points and moments of delight in the in-store or online environment
Connect with us to learn more about W5’s Mobile Ethnography capabilities and how we can support your team.
Explore
W5 partnered with a quick-service restaurant chain to help them optimize their menu to better fit occasions and contexts in which mealtime decisions are made.
See the case study here.
To get a better understanding of what exactly ethnography is and W5’s approach to it, we sat down with a W5 anthropologist to learn more.