Mobile ethnography qualitative research and mobile diaries are two highly effective market research methods that organizations utilize for customer insights. Many people use the  terms interchangeably, which might lead them to not be able to utilize the research methods effectively. Both digital research methods allow companies to accurately capture consumers’ behavior, emotions, and preferences in their own words through their mobile devices. For the uninitiated, we’ll explain the difference between mobile diaries and mobile ethnography qualitative research methodologies here.

Understanding Mobile Ethnographies

In the Mobile Ethnography qualitative research method, participants usually download an app and answer a series of questions over a typical period of 5 to 7 days at specific times of action. Respondents can share information through the app in text, photo, or video formats. Researchers use Mobile Ethnography qualitative research methods to document and analyze real-time consumer experiences. For instance, a researcher may ask the participant to answer certain questions while or after doing a specific action, such as visiting a mall or using a service. Mobile ethnography helps researchers gather a unique understanding of the consumer’s perspective and rich behavioral insights by observing respondents in their natural environment. 

Understanding Mobile Diaries

Mobile Diaries are another qualitative research tool that lets researchers collect data from participants using a mobile app, website, email, text, or any other digital format over an extended period. Usually, participants are given a pre-and post-survey to assess changes in their behaviors, attitudes, and perceptions after getting involved with the fieldwork. Mobile diaries also let users record and capture in-the-moment feedback through text, photos, and videos, but they often include a website log-in desktop component. 

Key Differences Between Mobile Ethnographies and Mobile Diaries

Mobile Ethnographies and Mobile Diaries are two similar qualitative research tools, but certain differentiating factors set them apart. The most significant difference between the two is the website log-in desktop component involved with a Mobile Diary. Additionally, the questions in Mobile Diaries are usually in a survey format with multiple-choice questions or simple open-ended responses with a limit of characters, so it can be good for collecting quantitative responses too. There is also a pre-and-post survey to assess user behavior before and after the completion of a task. However, Mobile Ethnographies don’t follow these typical formats and offer a dynamic medium where respondents can participate in research or surveys on the go. 

Mobile Ethnography vs. Mobile Diary: Which One Should You Choose?

Mobile Ethnography and Mobile Diary are ideal tools to conduct qualitative market research for your brand. They allow for learning about consumer behavior and attitudes in a digital environment. The former has a slight edge over the latter when you want to understand how people use something or react to an experience as it happens. It’s also more convenient for both researchers and participants, as there is no desktop log-in element involved. However, choosing the methodology is also dependent on researchers, as they might have special preferences based on their clients’ demands and past experiences. 

Final Word

Although the Mobile Ethnography qualitative research method and Mobile Diaries are two different market research methods, they serve a similar purpose: providing you with rich customer behavior insights and feedback in real-time.  Choosing either of these market research techniques will ensure that your company has access to quality data and feedback from respondents. You can use these convenient tools to improve user experience and make data-driven decisions for your products and campaigns. Partner with a leading research firm for high-quality ethnography qualitative research.