Digital ethnography: The
next wave in understanding
the consumer experience
In the search for market insights, Tim Plowman and Davis Masten maintain that
the pathways to information should include PCs, cell phones,Webcams, global
positioning equipment, digital cameras, and a growing number of other technologies.
Structured creatively for self-reporting, passive observation, and participant
observation, these media can yield facts businesses can analyze to shape individual
and strategic design decisions.