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people who like car, but not with people who like music". We can target people specifically in marketing action using this result of analysis. On the one hand virtual ethnography using CGM gives us the ability to understand people efficiently, but on the other hand, we cannot obtain exhaustive information only from CGM. We would like to provide an opportunity to discuss (1) strong point in using electric data such as CGM (e.g. large-scale, speed, cost), (2) weak point (e.g. reliability, demerit, in exhaustiveness), and (3) how to use CGM and methods of analysis as a tool for ethnography. REFERENCES Jared J., Martin H., “Blogging user experience: updating the Journal”, EPIC2009 Takahashi T., Okamoto S., Tomosawa D., “Analysis of Word-of-Mouth on Blogsphere”, Knowledge sharing network, 2008

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A2: Self-ethnography as a valid substitute to classic ethnography?

EVA CASPARY and JEANNE CARRE Insight insight Europe gmbh, Frankfurt, Germany Study purpose was to accompany the life of young German mothers over a longer period of time (2 years, starting at 6 months pregnancy for some) to explore their changing needs, attitudes, behaviors in this transitional phase in their lives and to understand the impact and role on product needs, communication, purchase behavior and the family influencer/decision making role. Optimal approach was considered the use of ethnography. Time and budgetary constraints made this approach in its full blown immersive format not feasible. Hence the decision to form and train the study subjects to co-researchers and to use them as their own ethnographers. A total of 36 young mothers were recruited. They were trained in an initial half-day workshop on how to observe themselves and their peers and given a set of “tools” to help them perform this task:

1. “Handbag notebooks” with different topics and chapters to be used as a constant companion throughout the day into which thoughts, reflections, discoveries and observations could be noted at any time (see Figure 1)

2. Monthly self-reflection diaries (see Figure 2) focusing on a different topic every month (e.g. communication, care, mobility, finance, etc.)

3. Online blogs to exchange and compare observations throughout the process In addition, the team of co-researchers was reconvened every month in smaller sub-groups to share and reflect upon their mutual findings. During these sessions, the understanding of the ethnographic

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approach was also further deepened. A final tool complementing the research approach consisted in the use of filmed ethnographic interviews at the mothers’ homes or throughout their typical daily trips (accompanying them to the playground, to their daily shopping, etc.) (see Figure 3). This complementary approach led to very deep and comprehensive insights into this specific life-stage which can be considered one of the most drastically life-altering. The different “artifacts” used were a great contribution to its success.

FIGURE 1: Artifact 1: Handbag Notebook

FIGURE 2: Artifact 2: Self-Reflection Diary

FIGURE 3: Artifact 3: Film from Ethnographic Interviews

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Forschungstagebuch

No. 4 „Unterwegs und auf Reisen“

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