Ethnographer Siamack Salari, has launched EthOS (Ethnographic Observation System), a mobile app that lets brand owners view how their products and services fit into the lives of consumers via video, pictures, text and audio captured using their smartphones.
The app works on iPhone, BlackBerry and Android devices and is available, so far, in 15 languages.
EthOS, which is already being trialled by a number of brands, allows brand owners to create projects and workspaces on the web and invite consumers using the app to upload video clips showing how products, brands and services fit into their lives.
Consumers are able to accept invitations to projects via their devices and tag and theme their captured events, allowing the sorting and filtering of large amounts of entries, as well as sharing via workspaces to facilitate collaboration, analysis and interpretation.
Dave Kaye, Head of Digital Strategy at global research and brand consultancy Flamingo, who has been trialling the app with a number of clients, commented, “EthOS is without doubt at the forefront of leading edge ethnographic research and has revolutionised the ways that brands can connect with consumers.”
Siamack Salari, Director of EthOS, who developed the app, commented, “Until now, ethnography, when conducted rigorously, has been a rather expensive and inaccessible tool, however, with the possibilities brought about by rapidly changing technologies, we can now provide brands with an unprecedented richness and depth to consumer insight.
“The implications for the industry are huge as we are now in a position to facilitate much more meaningful dialogues between brand owners and consumers. Dialogues that are instantaneous and rich, and will change the way large organisations interact with their consumers and employees.
Organisations can take advantage of a 30-day free trial of the app by visiting https://www.ethosapp.com.