Abstract: The Nielsen Company

Lifestyle 360: Use of Mobile Technology for Electronic Ethnographic Studies

Authors:

Michael W Link (The Nielsen Company, USA)
Jennie Lai (The Nielsen Company, USA)
Lorelle Vanno (The Nielsen Company, USA)
Hala Makowska (The Nielsen Company, USA)
Karen Benezra (The Nielsen Company, USA)
Mark Green (The Nielsen Company, USA)


Abstract (excerpt):

Mobile technology offers researchers a new set of tools for collecting information on people`s attitudes, behaviors, and preferences. While most research in this area has focused on mobile technology as a tool for delivering standard surveys, we broaden this perspective by utilizing smart phones in an "electronic ethnographic" approach.

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