MRS Digital Ethnography Summit
The past year has catapulted digital ethnography into the research limelight as almost every audience became hard to reach. But is it here to stay?
MRS showcases a selection of great applications of digital ethnography which demonstrate its effectiveness for reaching hard to reach audiences, exploring sensitive topics, capturing in-the-moment insights and diving deep into people’s realities.
Learning to love the outdoors again in a locked down world.
It’s Summer of 2020: the sun is shining, lockdown restrictions are easing, the nation’s hopes are rising, and families are beginning to venture outdoors again. Discover how Walnut Unlimited and Ordnance Survey collaborated to devise a unique digital ethnography study following the lives of families with children aged 3-14 years old, seeking to understand their reactions to being outdoors with their family.
Co-designing in a bespoke online community, the team were able to capture in-the-moment accounts of multiple family’s lives engaging the whole family from beginning to end. Hear how findings from this study have shaped the development of new Ordnance Survey digital apps, designed to help families embrace and enjoy outside adventures.
Sunita Bhabra, Research Director – Walnut Unlimited
Bessie Pike, Research Manager & MRS Young Researcher of the Year 2020 – Walnut Unlimited
Susan Parsons, Customer Insight Manager – Ordnance Survey