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Get Out of the Aquarium and Swim with the Fish

Mobile ethnography is immersive like snorkeling, while focus groups are like viewing fish at an aquarium.

In this video, Siamack Salari discusses the differences between mobile ethnography and IDIs, and how he often combines the two methods to improve research results. He leverages mobile ethnography ahead of IDIs to collect background data and better understand the participants as a means of enriching the follow up IDIs.

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