From the course: Market Research: Qualitative

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Mobile ethnography: Video diary research

Mobile ethnography: Video diary research

From the course: Market Research: Qualitative

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Mobile ethnography: Video diary research

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- One year during the holidays, I designed a study to learn more about how people purchase voice AI systems. We recruited people in the fall who were planning to buy either a Google Home or an Amazon Echo as a holiday gift. Every time the person did research on one of these products in November and December, we had them just pull out their phones, take a video, and describe what they were doing. Sometimes people showed us what they were looking for in an unguided way, either through a selfie video or a screen recording. Other times, we asked them to respond to specific questions about what features they were looking for and how different models stacked up. More than that, we were able to do something I hadn't seen before. We collected hundreds of Christmas morning unboxing videos. We got to peer into the homes of people and see genuine reactions to the products. It was all because of video and this innovative technique of using video on customer's own phones to collect real time…

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