What is digital ethnography?

Ethnography – or immersion – is the study of people in a real-world environment. It essentially turns market research as we know it inside out: instead of bringing the participant to the researchers, researchers go to the participant and observe them in their own environment. Thanks to today’s technology, this can include the collation of videos, photos and other observational techniques over an extended period of time, enabling you to really get to know why your participants think and behave the way they do.

Want to find out more? Download our beginner’s guide to digital ethnography to discover how immersion studies can benefit your research.

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Our approach

Whether you’re conducting an in-home study or want your participants to record video diaries, we’ve got the recruitment know-how to make it happen. Our pragmatic approach allows you to peek directly into the lives of your participants to understand what really makes them tick – and because we love ethnography, we can also help organise appointments for your team to get embedded with your audience and fully understand their needs. Find out more about our recruitment process.


Thinking about conducting ethnographic research?

If you’re thinking about conducting a digital ethnography research study and would like to find out a bit more about it, why not have a read of some of our blogs?

Want to chat through your digital ethnography research with an expert member of our team?

Get in touch and we’ll be more than happy to help!