Getting to know Wonder Woman: What mobile ethnography can add to how we understand consumers

Mobile mass ethnography and online communities can offer a more accurate, holistic picture of consumer behaviour by allowing stories to unfold rather than pre-framing their context.

Getting to know Wonder Woman: What mobile ethnography can add to how we understand consumers

Chris JonesBrainJuicer Group, UK

Introduction

This is the story of taking an abstracted, impossible stereotype from traditional quant research and humanising it using potentially revolutionary new approaches to consumer understanding. By allowing consumers to set the agenda for the research, we provided a context in which consumers were able to let the brand team behind the façade they presented not only to the outside world, but also to traditional market research methods and, crucially, to themselves.

Traditional market research operates on the notion that...

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