From a brand perspective, being visually invited into consumers’ lives is a tantalizing opportunity, particularly when coupled with directive research tasks to ensure the visual feed is contextually appropriate.

MDI is perfectly equipped to take advantage of consumers’ willingness to visually share their lives, allowing in-app video capture and processing of feedback. Self-ethnography tasks can be deployed through ongoing mobile communities, or as a build on a mobile diary task – focussing consumers to a particular area of their everyday life or routine. Being in-situ in a comfortable environment allows for natural feedback to be captured.