Ethnography SIG: Exploring the Intersection of Ethnography and Technology
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Ethnography SIG: Exploring the Intersection of Ethnography and Technology

When: July 29
11:00 am CT
Where: Qual-Meeting
United States
Presenter: Kathy Doyle
Contact: Isabel Aneyba

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The “dirty little secret” of ethnographic research is that the moderator’s presence during in-homes, on-sites, or shopalongs can cause bias.  Enter the smartphone… and ask respondents to use it to capture their experience -- without us.  THEN we moderate.


We will discuss four in-the-moment methods, along with illustrative case studies, in which mobile technology was used, either alone or in combination with other methods, to capture consumer insights without the researcher being physically present.



  1. Learn the value of using technology to capture in-the-moment insights

  2. Understand the new role of the qualitative researcher in the process

  3. Specific case studies where technology was utilized to enhance the ethnographic research process

Kathy Doyle is President and “Chief Visionary” at Doyle Research.  She and her team take pride in offering innovative qualitative research methods, including the latest online and mobile methods, with the goal of advancing the profession and giving clients the ability to gain deeper insights.  Kathy began her career in market research at Ogilvy and Mather, and started her own firm in 1986. She has a BA from Michigan State, and an MA from the University of Michigan.   She has been active in the QRCA for over 30 years, as a Board member, Chapter Chair, Conference Speaker Chair, and on various committees.  She is a recent empty nester and LOVING it!

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