Digital Ethnography: The Next Wave in Understanding the Consumer Experience

30 Jan 2004|Added Value

DMI Journal, Spring 2003

The world is rapidly adopting PCs, cell phones, Webcams, global positioning equipment, digital cameras, and a growing number of other technologies and so are ethnographers. With a little creativity, these devices and media can provide new avenues of self-reporting, passive observation, and participant observation that yield valuable insights and new opportunities.

Davis Masten and Tim Plowman explored the leading edge of this phenomena in an article for the Design Management Journal.
Courtesy of the Design Management Journal (Vol.14, Issue 2, Spring 2003) a publication of the Design Management Institute ( Individual copies of this and other DMI Journal articles are available for purchase at


 Digital Ethnography – DMI Journal Article

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