Digital Ethnography

This course will teach you everything you need to know about choosing and implementing digital ethnography as a methodology. Including understanding when to use it, and when not to; which approach to choose to ensure optimum insight; and how to manage the wealth of insight you’ll capture.  You will also take part in a live project to help appreciate what it’s like from a participant perspective.

A practical guide to conducting digital ethnography

This course is now delivered online as a series of live sessions which fully meet the learning objectives of face-to-face training.

The course will be run over two sessions: in the first session you’ll learn what to take into consideration, how to set a project up and what digital ethnography offers you that other approaches don’t.  You’ll then take part in a live project over the course of a week, some as moderators some as participants, before coming back together to review learnings from the experience and how to tackle managing the analysis.  You’ll get tips throughout on mistakes to avoid and best practice.

You should be able to commit to all sessions to take part.

Learning Outcomes

By the end of this course you will:


• understand the role of digital ethnography in the toolbox of consumer closeness approaches;

• discover the different methods through which to capture consumer insight within digital ethnographic projects;

• succeed in understanding what it’s like to be a participant, consequently resulting in you designing project with optimise participant engagement;

• establish how to manage the wealth of information captured, to enable you to distil to meaningful insights; and

• understand the importance of planning and preparation for a successful digital ethnography project, with an understanding of potholes to avoid.


Who will benefit?

This course will be useful and informative for anyone yet to conduct digital ethnography, as well as those who have tried it and are looking for hints and tips to improve participant engagement, manage the level of insight captured, or understand good practice.

Course delivery mode

Online training course with practical homework over the course of a week.

You will need a smartphone and to be willing to provide your email address to participate