About: Mobile ethnography

Mobile ethnography is a qualitative research method that takes advantage of technology to document, analyze and derive implications of real-time customer experience. Therefore it’s often applied in the context of service design. Unlike classic ethnography where a researcher has to be present for observations, mobile ethnography uses the participant’s mobile device to gather user-centered information. It allows the participant to become an active researcher him- or herself, report experiences at the time of the happening, on the very spot and in the mental space of the experience and structure it themselves. Mobile ethnography therefore follows the principles of user-centered design.