Take a look at these slides from our webinar on how to use tablets for digital ethnography. By definition, ethnography is the description of the customs of people and groups. In this context, it deals with qualitative research aimed at understanding cultural phenomena.
While quantitative data is valuable, one could argue that it is more important to pay attention to qualitative data because it reveals the intangible feelings and attitudes of people. By using different forms of technology, you can capture this data very efficiently.
The possibilities for this kind of data collection are endless - one example we show in this presentation is how people celebrated the Super Bowl. Digital ethnography with tablets allows you to get results faster, more accurately, and allows for better interpretation and analysis.