Safari is a diary of behaviour recorded online over a set period of time, typically over a week or two. It draws on the principles of ethnography to reveal the world from the participant’s perspective, capturing moods and reactions to events as they unfold.
We’ve examined multi-platform news consumption among digital natives using Safari. We followed news fiends online over 10 days, incorporating filming, creative tasks and follow-up face-to-face discussions to uncover consumer perceptions of the news cycle and the role of brands in the apparent free-for-all of the internet.
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