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Explore how remote and in-the-moment techniques are enabling organisations to see through the eyes of their audience. This event showcases applications of digital ethnography from commercial and not for profit organisations striving to develop empathetic, customer understanding.

Key contributions from: GSK, Bristol Myers Squibb, Estee Lauder Companies, Sky, Miro, Vodafone, City Football Group, Accenture Interactive and Birmingham City Council

Attend this event to:

  • Hear how to develop and deliver multi-layered and multi-dimensional digital ethnography
  • Examine the recruitment, moderation and management requirements for a successful project
  • Develop creative outputs that maximise empathetic understanding
  • Optimise the benefits to researchers and participants of immersive and participatory insight generation
  • Extend the reach of digital ethnography by blending it with other methodologies
  • Hear how clients expect digital ethnography to evolve
With special thanks to:

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No Biography Available

09.30 Welcome from the chair

Oliver Sweet, Head of Ethnography, Ipsos MORI

Living with head and neck cancer: how digital ethnography was used to capture the individual and shared experiences of cancer

Head and neck cancer affects thousands of people across the UK. This session focusses on a project that used digital ethnographic methods to capture the journey from pre-cancer to post-cancer and the transition in identity, relationship to the body, and life.

Hear how the digital ethnography approach was multi-layered, multi-dimensional, and grounded in empathy which empowered patients to revisit their traumatic cancer journeys, enabling the research team to capture unfiltered experiences and uncover suppressed emotions.

Mandira Kar, Research Director, Research Partnership

Lara Lucchese, Associate Director, Market Research Oncology UK, Bristol Myers Squibb


10.05 Design for one, create for all: when Sky met Luna

Using a new and unique process ‘The Exception Method’, the team at Sky embarked on a piece of digital ethnography to deep dive on the accessibility of their in-home entertainment experiences. The method flips traditional research on its head by seeking an exception to the rule - a ‘single’ customer who is not typically included in design research and makes them the source of inspiration to improve the experience for all customers. 

Introducing Luna - a witty, vivacious, caring mother of two who's past life included working as a designer and who is now living with Multiple Sclerosis (MS).  With use of hundreds of video dairies, video interviews and co-creation sessions, Luna and the project team helped craft a set of insights into living with MS in relation to home entertainment that had never been seen before.

Ruby Steel, Co Founder, Studio Exception

Lisa Payne, Executive Creative Director - Design Strategy & Research, Sky


10.35 Ethnographic insights into SME business challenges

Business as unusual was a study, which followed 10 small business owners over 6 months as they navigated the challenging waters of COVID and Brexit. Participants completed a weekly diary and other monthly activities. In addition, short video talking heads and other media provided context of their world.

The outcomes of this study revealed the incredible price many of the business owners had paid in terms of their health and wellbeing. The immersive outputs have provided better understanding of what it feels like to run a small business, and have been used to develop richer and more appropriate content and support. 

Helene Moran, Design Research Principal, Barclays


11.05 Break


11.25 Sustainable consumerism

 The ‘say-do gap’ is well documented. To plug this gap, a more nuanced understanding of what creates a connection between individuals and sustainability is required.


In 2021, Accenture, in partnership with Ipsos, conducted digital and face to face ethnographic and behavioral science influenced research in Glasgow for COP26. The research showed that the ‘say-do gap’ is wider than expected and the barriers to sustainability are far more complex. The so what? Consumerism is up for redesign, but to make it work we need a radical transformation of values, behaviours, identities, wants, rules, relationships, language, technology, and infrastructure.

Oliver Sweet, Head of Ethnography, Ipsos MORI

In conversation with…

Rachel O’Reilly, Human-centred Sustainability Design Research -  Fjord, Accenture Interactive


Oliver Pattenden, Human-centred Sustainability Insights Director - Karmarama, Accenture Interactive


11.55 Digital ethnography to CX: using journey mapping to understand the match day experience through the eyes of fans

In this session, Indeemo and City Football Group will show how digital ethnography is being used to track in-the-moment human journeys over multiple platforms. Hear how City Football Group’s Customer Experience (CX) program leverages digital ethnography to map both online and offline journeys and related in-the-moment emotions to better understand the match day experience of fans and employees.

Eugene Murphy, CEO, Indeemo

Andrew Gilligan, Head of Research & Insights, City Football Group


12.25 Evolving digital ethnography to meet clients’ needs

Global research commissioner, Alexandra Wren, will consider the future direction for digital ethnography in order to continue to meet clients’ needs. She’ll assess the importance of ethnography capturing both physical and online behaviours and examine the role that behaviour mining from social video streams can play in providing ethnographic insights.

What are some of the data and management challenges associated with a broader remit for digital ethnography and how could a broader lens transform the packaging and delivery of outputs moving us towards a culture of visual and experiential exploration?

Alexandra Wren, Global Consumer Business Insights & Analytic Director for Oral Health Category, GSK Consumer Health


12.55 Lunch


13.40 Uncovering the real experiences of those living with long term health conditions during the pandemic

We Are Undefeatable is a national campaign, launched in August 2019, which aims to help people living with long-term health conditions to build physical activity into their lives. The campaign is led by a collaboration of 16 leading health and social care charities, backed by Sport England and National Lottery funding.

This case study will demonstrate how RDSi created, managed and moderated an online community which incorporated a wide variety of different task types to facilitate an ethnographic understanding of how the audience were feeling at key points in time. The project demonstrates how researchers took into account the vulnerability of the audience and fulfilled their responsibility to participants. Hear how the campaign has gone on to have a significant impact in the lives of people with long-term health conditions. 

Andy Fraser, Research Director, RDSi

Barbara Langer, Lead Evaluator for We Are Undefeatable, Insight Angels


14.10 Panel: Ethnography at scale – going BIG with digital ethnography

Digital ethnography is a fantastic way to gather a longitudinal view of behaviours, opinions & context simultaneously. Although the use of digital ethnography is well established in the qualitative realm, agencies and research tech companies are starting to explore ways of scaling up this methodology. As sample sizes become bigger, there are wide ranging implications for the way we ask questions, how we analyse and the outputs we produce.  This panel discussion will explore current best practice approaches and the benefits and challenges of conducting digital ethnography at scale.

Chaired by

Jack Wilson, Head Of Digital, 2CV



Kathy Cheng, Founder & CEO, Nexxt Intelligence

Alex Johnston, Research Director, Jigsaw/WhyCatcher

Catherine Hughes, UX Research Lead, Vodafone


14.40: Supporting the ban on unhealthy food and drink marketing: How large scale qual with 284 teens helped inform policyThe government ban on unhealthy food and drinks marketing is currently going through parliament as part of the Health and Care Bill and looks set to become law from 2023. It is a positive first step towards improving some of the influencing factors that can underly obesity in young people, but does it go far enough? This is what Nesta, The UK's innovation agency for social good, set out to understand through a large-scale digital ethnography with 13-16-year-olds.Join Nesta and incling to hear key learnings from their study - an online community with 284 young people who crowdsourced data about the food and drink marketing they saw online. How were the challenges addressed around keeping a large group of teenagers engaged in an ongoing online community? How were teen safeguarding and parental consent effectively managed? How was the experience gamified and made collaborative? And importantly, how did the combination of scale and richness provide the robust insight needed to support and inform government policy? 

Geetika Kejriwal - Designer - NestaNick Campbell - Associate Director - incling


15.10 Break


15.30 Developing a deep understanding of user personas

Miro is an online collaborative whiteboard platform that enables distributed teams to work together. In this session, Joanna, Iris and Eduardo will share how digital ethnography blended with a large scale quantitative study has helped Miro gain a deeper understanding of its user personas during what has been an exceptional growth period for the company.

Hear how the ethnography, which included digital diary study and observed Miro usage, followed users across five days, setting daily tasks on the platform that were designed to gain insight into user expectations, study observable needs and behaviours, witness moments of fulfilment and pain and explore user emotions.

Joanna Brassett, CEO & Founder, Studio intO

In conversation with…

Iris Latour, Customer Research & Insights Lead, Miro

Eduardo Gomez, Staff UX Researcher, Miro


16.00 How the diverse voices of women are shaping Clinique’s brand messaging

Using a multi-layered digital ethnographic methodology, Estee Lauder Companies' Clinique brand sought to better understand and represent its diverse customer base in the United States. In this session B+A who designed, managed and ran the project will share how the project led to short films showing the women's world in their voices and through their eyes and how this insight helped co-create an inclusive business that all women could believe in and support with their custom. Join B+A, Clinique and research participants for a discussion of the project and its outputs.

Tamika Abaka Wood, Strategy Director, B+A

Sameer Agarwal, Vice President, Clinique North America Marketing

Francesca Macchiavello. Clinique Co-Lab participant


16.30 Ethnographic research on the built environment for the Director of Public Health Annual Report

Birmingham City Council is exploring how Birmingham’s built environment – including housing, travel infrastructure, public buildings and green spaces – impacts on the health and well-being of its citizens. Findings will be used to help reduce inequalities in the city.


This session will describe a 2-week digital mobile ethnography phase, exploring participants’ experiences as they made journeys around their city, captured via video, photography and voice. The method provides in-the-moment insight from 40 participants, recruited to ensure broad representation of the city’s diverse population.

Jenny Kedros, Research & Insights Director, Shift Insight

Sherine Edwards-Dodd, Senior Programme Officer - Built Environment | Public Health Division, Birmingham City Council


17.00 End of conference

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