Leveraging Mobile Ethnography for Deeper Consumer Insights
Traditional research methods often struggle to capture real-life behaviours as they unfold.
Mobile ethnography bridges this gap, allowing businesses to gather rich, in-the-moment insights by capturing how consumers interact with products and services in their natural environments. Brands are increasingly using this approach to refine their offerings.
Uber in Australia used mobile ethnography to study how Australian users interacted with the Uber Eats app, from browsing restaurant options to completing orders. Through screen recordings and user diaries, the company identified friction points in the checkout process and simplified payment options - resulting in faster transactions and increased conversion rates.
Fonterra, the New Zealand dairy giant, used mobile ethnography to study how consumers used dairy products in their daily lives. Video diaries captured how parents prepared school lunches, highlighting a need for more convenient, pre-packaged cheese portions. This insight led to the successful launch of grab-and-go dairy snacks tailored to busy families.
For businesses, integrating mobile ethnography into research strategies means better understanding customers’ pain points and moments of delight. Whether through video diaries, screen recordings, or geolocation tracking, this approach provides a more authentic picture of consumer behaviour.
At Scale Research, we leverage mobile ethnography to provide real-time insights that drive smarter business decisions - let’s explore how it can help you connect with your customers on a deeper level!
