Mobile Ethnography with Field Agent

MobileEthnographyby 1

Ethnographyis humanexperienceresearch

It goes beyond what we sayand explores what we really think and do vs

PotentialChallengeswith ethnography researchPrivacy TravelSpeed CostRecruiting Reliability 4

The Mobile Revolution In Researchhttp://www.ifixit.com/ 5

Empower consumers& shoppers to selfevaluateGain greatertransparency inresponsesReduce travel andtechnology costs 6

Research Depth ChartWhere does Field Agent fit? Online Survey Focus Group Mobile Ethnography Traditional Ethnography 7

Advantages Speed & Cost Field Agent offers tools to gather research faster and cheaper Reliability GPS Marking & Time Stamping Privacy Engage customers about issues they might be hesitant to discuss in person 8

Advantages Artifacts Moment-of-Truth Photos, Verbatim Customer Quotes and Insights Geographic Reach Go inside homes and stores without needing to send a researcher Scale Target a small group or hear from the crowd 9

5 IdeasWhen to use MobileEthnography 10

1CreatingSomething NewSupplement traditional ethnographyresearch with mass data points as youunderstand how humans interact withyour product 11

2 Revitalizing a Current Product Seeing stagnant numbers or just needing some fresh ideas? Mobile ethnographic research quickly uncovers hidden, unexpected insightshttp://www.thedieline.com/ 12

3 Conducting Private Projects Get consumer and shopper feedback on topics that might be uncomfortable to share in person 13http://www.iroomdividers.com

4UnderstandingHabitsUsing mobile technology toexplore usage of products overtime with near real time results 14

5SupplementingCurrent ResearchMobile technology allows you to reachout instantly across 3 continents tosupplement your findings or to addperspective to a hypothesis from atraditional ethnography project 15

Being able to see the actual time andplace the participant took the photo wasvery relevant. Along with the photos, wewere able to understand how they were actually interacting with our products versus how they said they were.- Sion, Fem Care Product Research 16

Our Approach at Define Objectives Recruit & Permissions Conduct Research Analyze & Report 17

1 Define Objectives▸  Where do you need information from?▸  What do you want to ask?▸  Who do you want to ask? 18

2 Recruit & PermissionReachThousands of people from across 3 continentsavailable at any time.AnonymityResearch requires discretion. We’re built tokeep things private when they need to be.SpeedWe can find targeted demographics and startdoing research in days. 19

3 Conduct ResearchTime Stamp GPS Marker PicturesKnow when Know where they “A picture is worth aparticipants were when they thousand words”answered each provided thequestion information 20

4 Analyze & Report▸  Summary of Findings▸  Agent Statistics▸  Photo Insights▸  Individual Stories▸  Location & Time data 21

Whether you’re creating something new, revitalizinga current product or needing more data on consumeror market activity, this type of research offers a fast,easy and in-depth look into the life of your business. Visit us at fieldagent.net

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Mobile Ethnography with Field Agent

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