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Understand how your product performs “in the wild”.
Mobile ethnography is a research method where people use their smartphones to document moments in their lives. Through photography or short video recordings, users share their experiences and reactions while actively engaging in the activities you want to study. You will understand people’s real-life contexts and how your product fits into their routines and habits. Unlike traditional in-person ethnography, there is no need for researchers to invade users’ space or schedule an interview in advance. Mobile ethnography allows us to gather in-context insights quickly from many people in a non-intrusive way, providing a window into users’ daily lives.
We help answer questions like:
How do people typically do the activities our product supports?
What are the unmet user needs in this area?
Where are users when they are undertaking this activity?
How often do users do a certain activity?
How does this type of service make users feel?
What can I expect from mobile ethnography with Centralis?
We provide in-context research with your users in a convenient and efficient manner.
Asynchronous Feedback
We can reach customers quickly and don’t have to wait to schedule them for a formal research session – they can respond at appropriate moments using the convenience of their own smartphones.
Global Reach
Mobile ethnography allows us to reach people anywhere in the world, so long as they have access to a smartphone.
Front Row Seat
Photos and video clips gathered from participants give you unfiltered access to their experiences. This hands-on user feedback is great for increasing empathy with your users.
Top-Notch Technology
We use trusted tools like dscout, Over the Shoulder, and Indeemo to find participants and conduct our research. We are experts at managing these tools efficiently, so you can leave any logistics up to us.
compare with seeing and hearing their experiences in their own words.”
- Centralis Client
FAQs about Mobile Ethnography
When should I use mobile ethnography?
We use mobile ethnography most often as a first step when undertaking a large user research initiative, such as persona creation. We gather initial feedback from a wide range of diverse participants, and then follow up with in-depth interviews to learn about your customers in more detail. Mobile ethnography is also great for longitudinal studies – you can check in repeatedly with participants as they use your product over time.
How many participants is enough?
It depends! Mobile ethnography is very flexible, so we can get feedback from the number of participants that makes the most sense given your timeline, research questions, and goals. We’ll work with you to craft the best plan for your situation - that being said, 40-50 participants is typical.
What sort of deliverable will I get?
We have a wide range of deliverables and will customize to suit your needs. From video clips to comprehensive research reports to memorable personas, we can provide what you need to move forward with your initiatives.
What kinds of activities can I study with mobile ethnography?
Mobile ethnography allows you to observe user’s lives broadly, understanding their behaviors and desires so that you can see how they might interact with your product or service within that. We’ve run mobile ethnography studies on everything from personal finance to TV streaming service habits, and our processes are applicable to any type of offering.
How long will it take?
Because we are reaching participants in their everyday lives, we can complete this type of research quite quickly. We also size the project based on your research question; narrow inquiries can be as little as 2-3 weeks long, while more in-depth studies can take 8-12 weeks.
What’s the advantage of doing mobile ethnography with Centralis?
We are flexible, can customize our research to fit your needs, and will manage the whole project smoothly from start to finish. Unlike other consultancies and design agencies, we are solely focused on user-centered research and design - we bring our depth of experience and human-centered approach to every project.
More questions about mobile ethnography?
Mobile Ethnography in Action
Case Study: Stream of Consciousness
Redbox, a leader in new-release DVD delivery, sought to develop a digital streaming service in addition to its trademark kiosks. Redbox partnered with Centralis to conduct research on their target customers’ needs, looking to understand any common practices or unmet desires within their streaming habits.
Why Centralis
We have over 20 years of experience and the numbers to prove it:
needs and perspectives. It’s exciting to see that happening! Thank you!""
- Centralis Client