Why Mobile Ethnography Is Taking off in B2B Market Research

Mobile ethnography promises much richer data insights for b2b researchers. It involves asking respondents to use their smartphones to capture videos and photos and take part in discussions while they go about their working day. This gives the researcher the ability to better understand, in real-time, the experiences of participants in their business environment.

We recently wrote an article for Research World Connect outlining the five main benefits of the technique to researchers. You can read it by clicking the link below.

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