Traditionally, ethnography has been associated with reaching hard to reach groups which may be vulnerable, marginalised or unheard. More recently and especially since the beginning of the pandemic, digital ethnography has been a key qualitative methodology for consumer brands, quangos and charities trying to understand the lived experiences of much broader consumer segments.

For next years’ event we are looking for longitudinal and short term research that demonstrate how digital ethnography has illuminated the lives of all types of consumers yielding deeper and more nuanced understanding. We’re also interested in case studies where digital ethnography has been blended with other research methods. We’d like to show how using participatory research methods, particularly with vulnerable or marginalised groups, can be transformative for participants and have benefits beyond the remit of the research.

 If you’d like to lead a session at Digital Ethnography please send in your suggestions for a:

  • CASE STUDY (30mins) - Share a research project based on digital ethnography which has brought respondents’ lives to the fore delivering greater depth of understanding. 
  • NO SLIDES PANEL SESSIONS (30mins) – Suggest a methodological or strategic topic for discussion and convene and lead a panel discussion.
  • IN CONVERSATION WITH… (30mins) - Lead a one-to-one interview style session which brings together an agency and client for a conversation about a digital ethnography project.
  • CLIENT THOUGHT PIECE (30mins) - Senior client-side insight leaders are invited to share their views on the future of digital ethnography and how it fits in their tool box of insight methodologies.

A quick note on our selection criteria:

With just 10 sessions available we give priority to client-side presenters / co-presenters, new hot-off-the-press research and projects using pioneering research techniques.

If you have a recent research project that you’d like to showcase or a conference session idea please submit a brief synopsis (approx. 200 words) for consideration by midday on 20 December to conference@mrs.org.uk.

MRS is committed to equal gender representation on the conference platform. MRS is also committed to ensuring a minimum of 15% of speakers will be from ethnically diverse backgrounds.

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