To conduct Digital Ethnography research, eVOC Insights combines two methods of data collection. The first method includes a journaling exercise, using a multi-media online diary tool. This journaling exercise is completed by the respondent as a pre-interview homework assignment for a minimum of 2-3 weeks. The respondent’s prolonged engagement with the exercise ensures that we capture a comprehensive depiction of the user’s digital routine and habits. As part of the journaling exercise, eVŌC creates a series of daily tasks and questions for the respondent to answer, in order to understand who the respondent is and his/her daily interactions with the subject matter. Participants may respond in free-form text, share web URLs, upload pictures and videos, or answer multiple-choice questions using their computer, tablet, or mobile device.
The second method includes in-home direct observation, where an eVOC moderator observes respondents as they perform real-life tasks using their digital devices, while collecting artifacts from the in-home interview, such as photos, video, and diagrams of the environment, including touch-points to traditional and digital media. The combination of the journaling and in-home direct observation offers a complete portrait of the respondent and his/her environment with respect to the key subject matter.
Digital Ethnography research is recommended for clients who need deep insight into a defined user group’s online behavior to help with brand strategy, improve and innovate products, or aid content creation. It is also helpful when diving deep into a subject matter and creating a descriptive story of a consumer’s emotions, attitudes, expectations, and physical interactions with the subject matter to identify how to deliver targeted solutions that would best serve the needs of a given segment.