Close Icon Png
Why You Should Invest in Mobile Ethnography Qualitative Research

Why You Should Invest in Mobile Ethnography Qualitative Research

Authored by Novus Insights 22/05/2023

Ethnographic studies have always been one of the key qualitative research methods. However, with time, just like everything else, it has been transformed by technology. In the past, ethnography in market research required that researchers talk with subjects for hours while observing and documenting their behaviors. Although this qualitative research methodology offered rich context and perspective, its scope and scale were constrained. The widespread use of mobile technology has made it possible for researchers to take ethnography qualitative research to the next level. The COVID-19 pandemic's effects on a global scale have further accelerated that pattern. Researchers can now virtually step into the shoes of research subjects using mobile devices and apps, broadening the use cases and advantages of ethnographic research. In this blog, we will discuss why your organization should invest in mobile ethnography qualitative research. Let’s get started!

What is Mobile Ethnography, and Why is it Important?

Mobile ethnography is a qualitative research methodology that involves studying and understanding human behavior and culture using mobile devices such as smartphones or tablets. Mobile ethnography methods allow researchers to collect data in real-time settings, which provides a more accurate understanding of human behavior compared to traditional research methods that rely on self-reporting. Mobile ethnography is important for several reasons:

  • Accurate and reliable data: With mobile ethnography, researchers can collect data in real time, which reduces the risk of participants forgetting or misrepresenting their experiences.
  • Extensive understanding of consumer behavior: Mobile ethnography is one of the most effective qualitative research methods that provide a deeper understanding of consumer behavior, which is crucial for businesses and marketers to make informed decisions about product design, marketing, and sales.
  • Cost-effective: The qualitative research methodology is often less expensive compared to traditional research methods, which can be time-consuming and costly.
  • Flexibility: It allows researchers to collect data in different locations and at different times, which provides flexibility and convenience.

3 Reasons Why You Should Invest in Mobile Ethnography Research

Investing in mobile ethnography research can provide many benefits. Here are three of the many reasons why you should invest in mobile ethnography research:

  • Mobile ethnography research can provide a deep and detailed understanding of consumer behavior, including what people do, how they do it, and why they do it. This information can be used to develop more effective marketing strategies, product designs, and sales tactics.
  • It allows researchers to collect accurate and reliable data, which can be used to make more informed decisions.
  • Mobile ethnography provides researchers with access to more comprehensive insights into the lives and behaviors of participants. This can help researchers understand the context of people's lives and how they interact with different aspects of their environment, such as technology, culture, and society.

Final Word

Mobile ethnography is an important research method that allows researchers to collect accurate and reliable data, gain a deeper understanding of human behavior, and make more informed decisions. It is crucial to hire the right market research firm that can assist you by deploying industry-leading qualitative research methods. When looking for a research organization with proven experience and expertise, your search ends at Novus Insights. We can help deliver actionable insights from research data using the most up-to-date market research techniques. To know more about how we can help you, call +91 1244142292, +91 7428225350, or email You may also fill out our contact form and our market research consultants will reach out to you at the earliest.

Copyright © 2024 Novus Insights. All rights reserved.
Enquiry Form
Close Icon Png

Inquire With Us

Fill in the details and connect with us.

Please enter your name
Please enter your valid email
Please enter phone number
Enter 10 digit contact number
Please enter your company
Please select area of interest
I am not robot
Loading Icon Please wait...
Novus Insights Logo