Digital Anthropology: A new methodology for your qualitative toolbox

Francois Erner and Jennifer Roberton

Respondi, a market researcher, implemented web-tracking software in the UK, Germany and France to reveal deeper insights into consumers' online journeys and provide web navigation data.

Introduction

The aim of this paper is to present and to "train" attendees to a new methodology made to decipher in a qualitative manner web navigation data.

This paper will discuss the opportunity of using this kind of data forqual researchers, present the methodology that we suggest, and use it on a couple of examples from various industries. One of our core illustrations will be based on the "appiness project" presented at an earlier conference..

What kind of material do we use? What is web navigation data? How do we collect it?

For almost two years now, in France, Germany...

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