Mobile Ethnography enables us to create a community of your participants, athletes, event spectators or fans; connecting them with our community managers via our bespoke mobile app, to capture moments that matter and provide insights and content which illumanates and inspires engagement with your organisation, brand or sport.

Our appraoch ensures your ability to map out and visually capture the moments, challenges and narratives from your audiences whihc will provide relevant and actionable insights which informs key messaging and imagery for your campaigns, initiatives and events .

Our Technology

Our bespoke technology platform provides participants with a friction free seamless experience through a mobile app which is used to prompt them with tasks which will be a combination of structured and open requests to provide responses one or more formats including text, photo and video.

Participants receive feedback directly and all communications are closely managed providing a closed, secure and intimate means of engagement.

Each participant will be allocated a community manager who will support them through the duration of the engagement.

Our Approach

Our mobile Enthongraphy Service has 4 stages:

Participants

One or more groups of participants are identified and invited to take part in a Private Digital Research Community.

Each participant will be sent an invitation with a link to download a mobile video app which will provide them with a series of 3-4 tasks over a 7-10 day period, they will record their responses which will be stored securely in a private online community, access will be given to client team members.

The WSI research team will review, edit and analyse the content and identify key opportunities and action points.

Sample Tasks

Over the 7-10 day engagement, each participant is given 3-4 tasks, which prompt them to provide video, photo, audio and text responses.

These tasks will be a mix of structured and open tasks designed to illuminate and powerfully bring to life experiences relating to participating, spectating or being a fan of your sport or activity.

Examples of a task are:
– How were you introduced to sport “X”
– How often do you participate in sport “X”
– Are you a member of a club or atrtend a class or coaching session regularly?
– Is your sport women only or mixed?
– What pathways are there in your sport or activity for you to improve competitively and/or participate socially?
– What other sports do you play or particpate in?
– Which sports do you or would you go to watch live?
– Share a typical experience with your sport, time you play, people you meet, location you go to, how  long it takes to get there etc
– Are you aware of the gorvening body or mational association for your sport?

Content Capture

Once the tasks go live in the community, the WSI research and client teams will be able to see the content as it is uploaded onto our secure website.  WSI will proivide feedback and moderation, where needed.

Through community management and participant engagement, the WSI team are able to build a rapport and relationship centered around the individuals and their personal experiences.

Editing

Beyond supporting the participant community, our team of video production experts have the ability to edit the colour grade and audio to ensure the content is of the highest possible quality.

Analysis

The WSI project team will review the content during the project, following up with individual participants, ensuring they are providing full and comprehensive responses.

Output

The output from the research project will be a PowerPoint Document which will highlight the key learnings from the research, identifying key opportunities and action points, leveraging video clips, photo, text and audio content.

The output will inform key messaging and imagery which will have a positive impact on Womens and Girls Sport.

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