Unlocking the power of digital ethnography

Unlocking the power of digital ethnography, by Antedote’s Anne Lacey, explores the multiple dimensions of digital ethnography and the potential it has as a research tool. The article can be found on Core77.

Check out the excerpt below for a short preview and be sure to read on here.

“To gain to new insights and opportunities, we need to think and approach research differently. Digital ethnography can fuel new ideas and research approaches, as my colleagues at antedote and I have seen in the years since we designed and built a mobile and online tool for studies from the ground up. Although digital ethnography has become an umbrella term for a great many online qualitative research tools, we use it specifically to mean a lengthy study (a week or two to several months) with consumers via computer and/or mobile phone, comprised of a blend of observation, live experience-alongs, interviews and user-generated content. Though these elements are common to it, each study has custom elements to it, premised on one big idea: using cutting-edge technology to restore some of the original intent and benefits of ethnography.”

— Anne Lacey for Core77

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