Digital Ethnography Tool and Mobile App for Remote Observation
Develop a rich understanding of who your customers are and identify their needs, challenges, and motivations
Trusted by the world's leading brands and agencies
The What, When, and Why of
Digital Ethnography
-
What :
Digital ethnography is a qualitative methodology that immerses researchers in the everyday lives of their users so they can observe them in real-world situations and gain a deeper understanding of their needs. -
When :
Digital ethnography is most often used to learn how to make a product better, or even more critically, to decide what products to build in the first place. It's leveraged by researchers to cast a wide net early in a product's development to find business opportunities and to see where people are facing frustrations. -
Why :
Really Get to Know Your Users: Nothing happens in a vacuum. Behaviors and decisions are nuanced, so to understand them, you need context. Digital ethnography provides valuable context that allows researchers to understand their users on a deeper level.Identify Pain Points and Opportunities: Researchers can remotely observe users in real world situations, allowing them to identify pain points and opportunities that wouldn't arise in a lab or controlled environment.It's Authentic: You can learn a lot from studying animals in a zoo, but there's no replacement for observing them in the wild. The same can be said for studying user behavior in a lab vs. everyday life.
An Agile Platform For Understanding User Needs Within The Context of Their Daily Life
Collect In-The-Moment Insights
- Gather contextually rich videos, pictures, and open ended text responses from users as they go about their day
- Add to your understanding by assigning quantitative tasks like multiple choice, scale, and single select questions
- Probe participants as events unfold to get closer to the moments that matter
Uncover the Behaviors, Motivations, and Needs of Your Users
- Assign group and individual tasks to users that unearth their unique behaviors, motivations, and needs
- Have live chats with participants to gain a deeper understanding of the why behind their decisions
- Tap into pain points by capturing the emotions of users with automated sentiment and tone analysis
Increase Your Speed To Insight with an Intuitive Dashboard
- Powerful filtering capabilities help researchers pick up on rituals and routines
- A trending report ensures researchers can easily uncover themes from their data
- Collaborative workspaces allow researchers to discuss user entries in a group setting
- Time stamped video notes facilitate the transfer of insights between colleagues
Want to learn more? Let's Talk!
Setup a time with a member of our team to ask questions or to discuss your latest project.