In our everyday lives we do things similarly or differently from most others. For example, making tea. Teabags or leaves? Teapots or cups? Milk in first or last? Or perhaps no milk at all? Tea manufacturers need to know all the combinations and ensure their products and comms work under all circumstances.
Self-ethnographic video uploads are brilliant for capturing behaviour; for credit card usage, media consumption, supermarket shops, doing the school run or any other time you want to observe and understand behaviour. This can also be supplemented over a longer time period with diary work to track the behaviour.
For instance respondents could record themselves taking us through their breakfast routine and preparation. Not only are these people telling and showing us the products and brands they use for this meal, but we also get to observe the choices they make and are let in on the reasons behind these.
This method prompts respondents to give explanations behind what they do – because as humans we like to fill silence and justify our actions. This then helps us to explain details that allow brands to understand how they are being used and fit into wider life.