Digital Ethnography

Digital ethnography was born out of the COVID-19 pandemic to enable us to reach more people, across more locations with greater speed. The process involves a short, warm-up interview followed by several weeks of self-filmed diary tasks. The participant is given the power to tell us what's important in their daily lives, and is encouraged to film natural, spontaneous footage of their routines, purchases, hobbies, social occasions and challenges throughout the time we spend with them. We build genuine rapport with each participant over these weeks, earning their trust and being shown moments of vulnerability, pleasure and stress alike.