Develop a rich understanding of who your customers are and identify their needs, challenges, and
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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.
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
Add to your understanding by assigning quantitative tasks like multiple choice, scale, and single
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
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