"Mobile Phone Ethnography Insights In Action"

• Capture real time behavior and thoughts as they naturally occur

• Participants text thoughts and comments and photos to capture their activity and motivations, mood, thoughts

• More efficient than in-person ethnographies because it does not “force” occasions for purchase/usage/ behaviors – allows for real-time probes

• Cost example: a 7-day study among 40 participants (two segments: younger/older) was $26,000

“Reality Research”

• We recruit real people and have them capture their experience real time and on-line through photos, diaries, and video “confessions”

• We can provide webcams or what is needed to capture the experience

• Cost example: 30 respondent days for under $30,000

What do you want to do?

• Gain insight
   

• Improve your website
   

• Clarify communications
   

• Define a target
   

• Understand your brand equity
   

• Unearth what’s driving your category and brand
   

• Come up with some new ideas
   

• Get more from your qualitative