From a brand perspective, being visually invited into consumers’ lives is a tantalizing opportunity, making it possible to observe and witness the context and environment in which your brand gains meaning. Different self-ethnography tasks and testimonials bring to life the consumer in relation to your brand to inspire your decisions and strategies.

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 or as an add on to other qualitative methodologies – focusing 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.