Ross McLean gave a presentation on smartphone ethnography at the Festival of NewMR. He discussed how smartphones have become ubiquitous, with near 50% penetration globally. This widespread adoption makes smartphones well-suited for ethnographic research as they can be used to understand behaviors and cultures. Researchers can prompt participants with in-the-moment questions using different media like text, photos, or videos to gain insights. Smartphone ethnography is still developing but holds promise for observing invisible cultures and behaviors through the intimate lens of people's most personal devices.

1. Main
Stage,
November
3,
2011
Welcome to Smartphone Ethnography
Ross McLean, Egg Strategy
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–
November
3,
2011

2. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
FESTIVAL OF NEW MR
WELCOME TO
SMARTPHONE
ETHNOGRAPHY

3. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHY THE TIME IS
RIGHT FOR
SMARTPHONE
ETHNOGRAPHY

4. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
SMARTPHONES
ARE
EVERYWHERE

5. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
APPROACHING
50% PENETRATION

6. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
LEAPFROGGING
THE LAPTOP

7. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
NEAR-CONTINUOUS
PRESENCE

8. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
OUR
MOST
PERSONAL
DEVICE

9. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
75% 69% 41%*
*Stanford University of iPhone users in TechNewsDaily 2010

10. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
8 Megapixel
Camera
GPS Locator
3.5mm Headphone Jack
Dictaphone
Telephone
Pocketwatch
Near Field Communication
(NFC) Chip for Payments
Maps and Turn-by-turn Navigation
MicroSD 16GB
Removable Storage
GSM/CDMA Global Antenna
Gyroscope Motion
Sensor
1080p HD
Video Camera
POWERFUL

11. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
INTUITIVE FOR
SELF-EXPRESSSION

12. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
PERFECT PORTALS
INTO OUR WORLDS

13. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
THE SMARTPHONE
IS DRIVING
AMAZING
INNOVATION IN
CONSUMER
RESEARCH

14. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
RAPIDLY DEVELOPING,
MANY ENTRANTS & ANGLES
SMARTPHONE
AS MOBILE
QUANT DEVICE
SMARTPHONE
AS
ETHNO TOOL
SMARTPHONE AS
PARTICIPATIPATORY
SURVEY DEVICE
ADJUNCT TO
ONLINE QUAL
SYSTEMS

15. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHAT’S BEING
DONE WITH
SMARTPHONE
ETHNOGRAPHY?

16. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
HOW DOES IT WORK?
When we send a
question/task,
they receive a notification.
They click open
the app
They reply
and submit
Recruit a sample of our audience and screen for smartphones!
!
Participants screened, invited to download, tech checked, “tutorialed,” rescreened…!
!
Good interface designs mimic how people naturally use their smartphones
They see the question
and click to reply in
the medium we ask

17. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
POPPING UP “IN THE
MOMENT” TO CAPTURE
PEOPLES’
EXPERIENCES
• Time triggers
• Activity triggers
• During or just after experiences
• Almost any place

18. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
TEXT
MULTIPLE
CHOICE
AUDIO
PHOTO
VIDEO
TASKS
REACT
GEOLOCATE

19. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHAT
HAPPENS
IN THE
MOMENT
MATTERS
MOST

20. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHY ARE YOU REALLY
DRINKING WHAT YOU’RE
DRINKING?
Send us a picture of
the next drink you
order.

21. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
OBSERVE
“INVISIBLE”
CULTURE

22. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
DRINKING CULTURE
So, what does a pre-bar
hangout look like for you
guys?
Take us a video. Just
show us around the
room & let it roll.

23. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
THE PHONE
DOES NOT
JUDGE
THEY TALK
AS IF NO
ONE IS
LISTENING

24. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
GEN-Y GERM STUDY
We just blew our nose in a
newspaper. What’s the
nastiest, germiest thing
you’ve done so far today?
I picked my nose,
then ate my lunch
without washing my
hands.

25. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
GEN-Y GERM STUDY

26. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHAT DOES THE
FUTURE LOOK LIKE
FOR SMARTPHONE
ETHNOGRAPHY?

27. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
LEARNING CURVE

28. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
GEOLOCATION?

29. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
WHY IS BETTER?
FACE TO FACE, OR
THROUGH THE
SMARTPHONE?
YES.

30. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
Q
&
A
Ross McLean
Egg Strategy
Andrew Jeavons
Survey Analytics

31. Ross McLean, Egg Strategy, US
Festival of NewMR 2011 - Session x Schedule: xx:xx-xx:xx (time zone)
Ross McLean, Over the Shoulder - Egg Strategy, US @roscoemclean
Festival of NewMR 2011 - Session 6 Schedule: 5:30-7:30 (GMT)
Ross McLean, Director
ross@eggstrategy.com
312.572.6230

32. Main
Stage,
November
3,
2011
Welcome to Smartphone Ethnography
Ross McLean, Egg Strategy
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–
November
3,
2011