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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 Vs. Digital Ethnography

Traditional ethnography is based on in-person observation of the users in their natural environment, but…

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