Around the World in 14 Days


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A presentation given at Qual360 in Milan, Italy with my friend Siamack Salari on a global mobile ethnography study, best practices and tips

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Around the World in 14 Days

  1. 1. Around the World in 14 Days! Super-charging ethnography using mobile technology Mark Michelson Siamack Salari
  2. 2. The Challenge • Gain first hand experience using mobile ethnography tool. – On an ongoing basis, capture experiences during travel around the world – Explore social and cultural influences on how people shop and travel, what they buy and how they consume
  3. 3. Our Approach • Unstructured observations = “Wild Apples” • Naturally occurring vs. in the moment • Mobile Ethnography using EthOS iPhone App – Video, Photo, Audio, Notes, Bar Code Reader
  4. 4. Seeds from the Field • Capture the mundane as well as the interesting – You never know what might be interesting later on – Question what is captured as well as what is not captured – Remembering to use the device is challenging
  5. 5. Seeds From the Field • Context is critical – a picture may only be worth a few words – and interpretation can be quite creative. Title entries appropriately, tag each entry with notes, categorize into themes
  6. 6. Seeds From the Field • People using mobile devices are largely ignored – Because mobile phones are everywhere, people don’t pay attention when you take a video – unless you make it obvious
  7. 7. Seeds From the Field • Hold mobile device steady when taking video – Avoid motion sickness - Don’t ruin a great moment
  8. 8. Seeds From the Field • Signals aren’t always available for connecting to the web – Storing captured data on device is necessary – especially in remote areas or on a plane
  9. 9. Breaking our own rules Participant Observation • Capture naturally occurring events • No disruption caused by asking questions at the point of capture • No knowledge of study objectives so minimal performances • Performances eliminated by researchers • Minimal risk of respondent fatigue Mobile Auto Ethnography • Respondent self edits – need to question ‘naturally occurring’ • Instant rationalisation needed/given with most entries • Hi risk of performances especially when trying to maintain entry numbers • Respondents will get tired of showing you things (my diet)
  10. 10. 10 Processes of analysis Ordering, reducing Looking for clusters and patterns Priming for insights about what structures we might build Joanna Chrzanowska
  11. 11. Interpretation aims to construct a narrative to make sense of the whole 11 Joanna Chrzanowska
  12. 12. 12 Linking analysis and interpretation Finding and organising what you have to build with Planning and creating a useful & cohesive structure What blocks you have affect the solidity of the structures you can create As you start on a structure you look for the blocks you need Joanna Chrzanowska
  13. 13. Key Ethnography filters • Difference between what is said and done • What people nearly do or don’t do • Rituals and routines • Naturally occurring events and happenings • Naturally occurring language and vocabulary • Codes, rules and systems which govern all sorts of behaviours
  14. 14. The Real World
  15. 15. General Assembly 20 April 2012, Amsterdam For more info and to join please visit: Join us and help shape the future of mobile marketing research together!