Date: January 21, 2026 | 12 p.m. ET | Free
Presenters:
Paul Chesterman, EVP Enterprise Solutions at OvationMR
Ted Billups, Senior Principal Designer for Innovation at Consumers Energy
Moderator:
Pamela Bracken, University of Georgia
Duration: 1 hour
Description: Mobile ethnography and diary studies are rapidly becoming essential tools for organizations that want to understand customers in the flow of real life—not just in recall, surveys, or dashboards. By capturing authentic, in-the-moment behaviors, motivations, and context, these approaches reveal the “why” behind customer actions and illuminate opportunities traditional research can miss.
In this webinar, EthOS by OvationMR will introduce how mobile ethnography is reshaping product development, UX design, and customer understanding across industries. To help bring the opportunity to life, Consumers Energy will join, showing how these methods help them uncover everyday frictions, emotional drivers, and decision pathways that would have been invisible through conventional research alone.
Attendees will learn:
- Why demand for real-time, context-rich insights is surging across sectors
- How mobile ethnography uncovers unmet needs and fuels better product, digital, and service experiences
- What makes these methods uniquely suited to moments-based decision-making and innovation
- Practical examples of impact, highlighted by Consumers Energy, but applicable to any industry
Whether you work in product, CX, UX, insights, or innovation, this session will show how mobile ethnography can elevate your understanding of customers and unlock better business outcomes.