Kids can be a notoriously difficult target group to research – they clam up, are easily influenced, their attention wanders.
Mobile self-ethnography has proved a great new way to get even closer to kids’ worlds in an unfiltered, authentic fashion – no interviewer present!
Sabrina Schöder, MD of H/T/P Mumbai office, will be presenting the findings of a study commissioned by Levi Strauss & Co. about fashion worlds amongst teens and pre-teens in China and USA at the upcoming Qual360° event in Kuala Lumpur (http://www.qual360.com/).
The mobile ethnography approach worked really well – mimicking kids’ everyday social media and online behaviours, it lead to all age ranges, in both cultures opening up, chatting unselfconsciously, at a time of their choosing, and of course in the non-threatening environment of their own homes. They shared lots of details about their wardrobes, their fashion heroes, their media usage…..and more. The output was rich, immersive and revealing – yielding much more granularity and contextual detail than a classical online diary might have.
The role of parents’ was also revealed sensitively – for selected tasks, as we asked parents to ‘become’ moderators, allowing them to contribute with some of their own questions they thought particularly relevant.
If you’re interested in learning more about the study, or how our Mobile Ethnography App Happisodes might help your research needs, please get in touch!