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Africa Community Learnings: How to adapt ethnographic methods in the digital life
30 November 2021 / 1:00- 2:30 PM UTC


Using multiple case studies as examples, we will examine best practice digital ethnography as a route into consumer storytelling.  We will examine how and why digital tools have brought a fresh perspective to ethnography, the key benefits, and some of the practical issues and potential pitfalls associated with this technique. 


Benefits of Attending

Attendees will gain:

  • A good overview of what digital ethnography entails (versus other online methodologies and traditional ethnography)
  • An understanding of what digital ethnography can, and can’t, give us as marketeers – when to use it
  • An understanding of some of the things to watch out for
  • Useful insight on how to undertake analysis 

Who should attend

Anyone who is interested in getting close consumer insight and who has not used digital ethnography before or would like more examples of ways in which it can be used. The session will be aimed at beginners. If you’ve conducted traditional face-to-face ethnography, or not, does not matter, anyone can attend. 




Sarah Jenkins, Managing Director, Magenta Research, UK

Sarah has more than 20 years’ experience delivering high quality insight for global clients as well as start up companies. She has worked with a wide range of participants from senior stakeholders through B2B projects, and B2C projects with minority groups, kids and young people and medical practitioners. Sarah has a wealth of experience across a wide range of sectors including: grocery, retail, loyalty, media, technology and charities. Sarah is a multiple published author and started her career conducting social policy research before moving to Ipsos MORI where she was Head of Qualitative within their Media, Content and Technology team. She’s since worked with boutique agencies to develop their teams and expand their client offering before founding Magenta in 2016.  Magenta won the Marketing Excellence and Insight Award in 2019 for work supporting transgender people, and Sarah won the prestigious AQR Award for Qualitative Effectiveness for her work with the BBC, and has been a finalist for the MRS/ICG Independent Consultant award in both 2018 and 2019.


Stella Okpala, Managing Director, Deep Dive Research, Nigeria

Stella is genuinely passionate about qualitative research and its effective application for enriched quality of business decisions. She brings to Deep Dive, a fine blend of experience and fresh new perspective and prides herself on personal involvement with every project; combining creativity with knowledge borne of years of practice. Stella has personally conducted and coordinated countless Projects spanning a broad spectrum of industries and successful multi-national brands, across Sub-saharan Africa - Nigeria, Benin, Togo, Ghana, Cote d'Ivoire, Senegal, Cameroon, Gabon, Tanzania and The Democratic Repoublic of Congo She holds a Master of Art Degree in Translation and Burke Institute's Certificate of Proficiency in Qualitative Research. She is an active Participant at Conferences and Workshops on Marketing Research. Stella is a Fellow of both NIMRA (Nigeria Marketing Research Association) and The Institute of Management Consultants (IMC). She is a Member and past Country Representative (2004), ESOMAR. She is also a member of Association for Qualitative Research, U. K. and Qualitative Research Consultants Association. She was in 2004, Deputy M. D., Research & Marketing Services Limited, and M. D., Research Solutions Limited.