Join our Professional Webinar in April to learn how digital tools have brought a fresh perspective to ethnography, and how best practice in digital ethnography provides a strong route into consumer storytelling.

What you’ll learn:

  • A good overview of what digital ethnography entails – versus other online methodologies and traditional ethnography
  • What digital ethnography can and can’t give us as marketers
  • A walk-through of typical platforms and functionality
  • How to undertake analysis – the role of ‘old-school’ analysis skills versus automated on-platform tools
  • Pointers on how to translate the qualitative data into actionable insight
  • Some of the things to watch out for

Using case studies as examples, Magenta Research shows how and why digital tools have brought a fresh perspective to ethnography, drawing out the key benefits to clients and some practical issues and potential pitfalls associated with this technique. 

Its recent case studies include a widescale strategic project for a major news house, which used digital ethnography at the heart of its methodology to produce insight that helped build a new revenue strategy for the client. On another brief, social media video tools provided real-time immersion into the lives of children and their natural play behaviours.

In our webinar, Sarah Christie shares her views on the best way to carry out this kind of research and her experiences of working with online platforms. Two key areas are how to manage the demands of analysis, given the increased scope and scale of the task, and how to make findings actionable and useful to clients.

Sarah has more than 20 years’ experience delivering high quality insight for global clients as well as start up companies. She has worked extensively with a wide range of participants from senior stakeholders through B2B projects, and B2C projects with minority groups, kids and young people and medical practitioners. Sarah has a wealth of experience across a wide range of sectors including: grocery, retail, loyalty, media, technology and charities.

Sarah is a multiple published author and started her career conducting social policy research before moving to Ipsos MORI where she was Head of Qualitative within their Media, Content and Technology team. She’s since worked with boutique agencies to develop their teams and expand their client offering before founding Magenta in 2016.

Magenta won the Marketing Excellence and Insight Award in 2019 for work supporting transgender people, and Sarah won the prestigious AQR Award for Qualitative Effectiveness for her work with the BBC, and has been a finalist for the MRS/ICG Independent Consultant award in both 2018 and 2019.

With an increasing desire to get closer to the consumer and observe natural behavior Sarah has increasingly been using digital ethnography for a variety of clients to uncover nuances that might be missed with other methodologies and she looks forward to sharing some of those experiences with you.

Additional Information

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