Mobile ethno diaries in market research
Etno Mobile Diaries:
El Ethno marketing focuses on product development based on the needs of niche markets, studying them from the inside to avoid contamination as much as possible. The term was coined in the 1990s by French anthropologist Dominique Desjeux.
There are many market researches that brands carry out before launching their products, services and campaigns, and today, more than ever, they need to know the whys and wherefores of many things that used to be obvious or taken for granted, in order to find bridges of connection with users (their target) as demystified as they are today.
With the evolution of markets, globalisation and Web 2.0, companies are using online tools to better understand the behaviour of these new, more individualised consumers in order to expand their business portfolio.
Thanks to applications and the growing use of the Internet, the practical part of Mobile Ethno Diaries is quite simple and inexpensive. All you need is a good online recruitment plan, a multimedia communication tool and a good moderator to launch a study as geographically wide as you need.
It is therefore advisable to invest the cost saved in the operation in a good consultant, with the necessary experience in online and offline qualitative research, who will be able to analyse the data obtained and control the information in order to redirect the guidelines and achieve the objective proposed in the research or discover an even more interesting one.
For start-ups and entrepreneurs, online qualitative studies based on Mobile Ethno Diaries are a powerful, low-cost tool that allows them to confirm and discover, collaborate and lay solid foundations for business models with a sustainable future in the short and medium term.
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