5 minutes to read. By author Michaela Mora on February 19, 2020 Topics: Analysis Techniques, New Product Development, Qualitative Research, UX Research
If you want to implement agile product development, digital ethnography may be one of the research methods you need to understand how customers use your product in real circumstances.
Beyond UX research, we can use this approach to gather insights needed in the exploratory phase that often precedes many of the quantitative research we do related to new product development, pricing research, and market segmentation.
Traditional ethnography is based on in-person observation of the users in their natural environment, but this may not always be feasible due to the nature of the usage occasions (e.g. sensitive, private situations), budget, timeline, and geographic reach.
Digital ethnography, on the other hand, is observation research enabled by online tools rather than by in-person observation.
As Jennifer Cuthill, from ClearWorks, explained it at her recent 2020 QRCA conference presentation – Digital and Human, Not Mutually Exclusive, it is “observational research that’s done through self-reported events or responses by people in your study that they then upload to a digital platform.”
If you have used online bulletin boards in qualitative research, you will find similarities with this approach, except in a couple of things.
Instead of a discussion guide, digital ethnography uses a set of exercises with specific objectives in mind. These exercises are programmed into a digital platform and shared with all the participants, making sure they are accessible through different devices.
The difference with the traditional online bulletin boards seems to be mainly about when we give access to the exercises to participants and the absence of activity dependencies.
In projects involving digital ethnography done by Cuthill and her team:
Among the reasons for doing digital ethnography are:
For digital ethnography to be successful we need to create exercises that are engaging and have clear objectives in terms of the insights we are looking to gain.
The recommendations for creating good participant exercises include:
In many digital ethnography exercises, researchers may ask participants to provide videos and pictures of their activities. However, there are implications for recruitment and compliance with exercises due to data privacy concerns, particularly given the GDPR and other data privacy laws being enacted.
Some ideas to tackle this issue were provided during the session’s discussion, including:
Digital ethnography requires the support of highly involved recruiters. This is not the case of simply recruiting participants and moving on to the next project.
In well-run digital ethnography studies, recruiters play a bigger role in ensuring participant compliance.
Recruiters need to:
Consequently, recruiters should allocate additional cost and time to reflect the expanded requirements in digital ethnography.
Cuthill’s team chooses platforms based on the needs of the projects. They consider:
Reporting can be time-consuming and full of unpleasant surprises if we wait until the end to review the data coming in during the fieldwork.
Cuthill recommends monitoring the responses and starting to create theme summaries of the results and gather artifacts as they come in. This can save time and provide a valuable and deeper knowledge needed in reporting.
Deliverables may include a report, photos, video reels showcasing a theme in responses, and large format posters with photos and videos. These are used in workshops with teams that may not be involved in the research. As a result, these teams can be immersed in what the research team experienced while conducting digital ethnography.
Digital ethnography offers an interesting and viable alternative to in-person observation when the latter is not feasible due to the research topic, cost, and timing concerns.
In order to be successful, we should:
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