Using Mobile Ethnography to understand consumer behavior
 

MobE

Mobile Ethnography powered by ZMET

Data is only as good as the questions asked.  It's frustrating to hear things like "I feel good about my choice" or "I don't know why" or a string of "it's okay" responses, especially when you can sense emotions that remain unexplored.

MobE, our mobile ethnography tool, gives you an in-depth look into your consumer’s everyday life in real time.

To go even deeper, your customized moderator guide is rooted in our pioneering ZMET technique to deeply understand the unconscious beliefs and behaviors that impact decision making and adoption. Bringing to life not only the actions but also the life of the consumer's mind influencing these actions.

How it Works

With ZMET, we ask participants to metaphorically describe their thoughts and feelings about a particular topic. Consumers experience a user-friendly interface and your project design can include a series of activities over the course of days, weeks or even months - anywhere and everywhere a behavior occurs.

Then, through a series of real time directed probes, we uncover their unconscious motivations to create a powerful story expressed in consumers’ words, images, and video to illuminate an entirely new world of possibilities for your brand.

When to use it & what you’ll learn 

When your questions and challenges focus on what people are doing in real life or how your solutions fit into their lives. For example:

  • Watch people test and use a prototype to identify pain-points, tensions and barriers for product optimization, renovation or innovation. 

  • Observe behavior, like handling laundry or performing morning beauty regimens to identify habits and rituals nested within common routines.

  • See when and where consumers use your brand or another category brand to uncover key moments and new occasions where your brand is used.  

  • Understand what makes a brand a habit, a favorite brand, an aspirational brand, a dismissed brand and what moments trigger those associations.

  • Map out shopping behaviors and in-store experiences to identify 4P opportunities