100% digital – 100% people understanding
The world of market research is undergoing a dramatic transformation. What has been slowly developing over the past years has been accelerated at breakneck speed through the current coronavirus situation.
How well do digital ethnographies work – and how do they compare with our pre-pandemic experiences with face-to-face in-homes?
This is the question that many agencies and clients across the globe have been forced to address over the past 12 – 18 months, when proven F2F approaches haven been rendered impossible due to the global pandemic.
In a case study from fieldwork executed during the pandemic in 2020, Happy Thinking People and German multinational household products manufacturer Leifheit document how a two-stage online ethnographic approach worked extremely well for them, even exceeding clientside expectations.
They share their methodological approach, key learnings, benefits and suggest a number of watch-outs. Digital ethnography is, they conclude, a suitable candidate for “the new normala in qualitative research” – an expanded digital toolkit fully delivering on in-depth insights from a distance.
The full case is now published as the Cover Story of the July/August 2021 edition of Quirk’s Research Magazine – from pages 40 – 42. You can download the full issue here:
Alternatively, you can download the article as a PDF:Download Article here
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