GigaOM Mobilize

Focus groups and surveys can only tell you so much. Companies and startups in the mobile business also need to know the right problems to solve, which involves understanding people's implicit needs and unknown desires. 

This session takes an in-depth look at ethnography and what happens out in the field with social scientists, through techniques such as conversation analysis and the monitoring of social groups. How can individuals, companies and investors use ethnography to detect (and filter) emerging trends in mobile? Can ethnography identify unmet need and develop compelling mobile products and services quickly and successfully?