[Masterclass] It’s Giving ‘Digital Ethno’ – Expanding Research Imagination of Digital Ethnography for Contemporary Contexts

In this session, you will have a rapid orientation to the application of digital ethnography across various domains and audiences of research. This masterclass is a rapid 101 on pushing the boundaries of digital ethnography with the understanding that audiences live, survive and thrive in digital ecosystems; that their identities manifest uniquely and perhaps very differently than their physical experiences. Using this lens, the masterclass looks at a variety of cases which demonstrate how “digital ethno" can expand the understanding of the consumer.  

1.        Expanding the boundaries - Exploring the extent of topics and cross-section of audience that can be engaged with this approach

2.        Adapting digital ethno to match consumer energy - Exploring the ways in which digital ethnography can add value to insights and how it adapts to the digital identities of consumers 

3.        Processes and management - Navigating the volume and vastness of digital ethnographic methods, and best practices 

4.        Real world application - Understanding diverse cases demonstrating the use of the approach 

5.        Checks and balances - Some caveats and boundaries to keep in mind 

 

Anyone with a desire to unearth the potential of digital ethnography and passion for qualitative research methods! It would be ideal for research professionals (role, designation and domain no bar). It could also be beneficial for marketing, communication, branding professionals who are on a quest to expand their view of the consumer.

Date: 18th September 2024

Time: 5pm to 6pm IST