A funny thing happened on the way to our insights: Confronting unexpected insights in mixed method digital qualitative

This paper explains how digital ethnographies allow for more nuanced research, findings and exploration, which reach beyond the primary research goal and into opportunities and issues not identified at the start of a study.

A funny thing happened on the way to our insights: Confronting unexpected insights in mixed method digital qualitative

Julie Schiller, Shannon Danzy, Tara Franz and Steve AugustFacebook, danzy consults and FocusVision

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Introduction

Over the years, the use of ethnography in consumer research has evolved as non-academic industries increasingly adopt techniques to deepen their understanding of the consumer experience. More recently, web technology is being leveraged, allowing researchers the ability to communicate with and observe consumers remotely. Two case studies discuss how a large social media website applied digital ethnography to...

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