More and more companies believe that they do ethnography when buying what different research firms call “mobile ethnography”. But really? I zoomed my good friend Siamack Salari, leading expert in ethnographic research, to explore how mobile ethnography is being misused and to hear his views. Siamack has a long experience of working with mobile technology in ethnographic research. In 2009 he developed the world’s first mobile ethnography platform EthOS app with which he could capture real-time customer behaviour.
We decided to record the chat and to keep it short so you, the viewer, can watch it over a coffee or a tea. Link here. Enjoy!