Mobile communication is becoming increasingly visual – think Instagram, Snapchat, YouTube; the use of filters, emojis, storylines is also on the up.
Is research adapting quickly enough to this Social Media-inspired, visual-first approach? Mobile ethnography in particular?
We conducted a 3-country test-and-control word-deprivation study to see how a traditional mobile ethnography approach using words and pictures contrasted with one that encouraged participants to use filters, hashtags, emojis and zero words: to better understand when an expressive, heightened reality visual approach delivers richer results.
We’re presenting the findings next week at the Esomar Congress 2017 – it’s a fascinating study, with a fascinating name:
Out with Words. Are Pictures the New Black?
Get in touch if you’re interested in finding out more – or hooking up with us at Esomar!