With the promise of much richer data capture, mobile ethnography is taking off in b2b market research. The technique involves asking participants to use their smartphones to capture photos and videos and engage in discussions while they go about their daily working life. The result is the ability to better understand, in real time, the experiences of suppliers, customers and end users in their business environment.
While the technique has many benefits to b2b researchers, we recently wrote an article looking at the 5 biggest for Research World Connect. You can take a look by clicking on the link below.