01 For a comparison of mobile ethnography with other ethnographic approaches, see Segelström, F., & Holmlid, S. (2012). “One Case, Three Ethnographic Styles: Exploring Different Ethnographic Approaches to the Same Broad Brief,” Ethnographic Praxis in Industry Conference Proceedings 2012(1), 48-62. For more examples of applied mobile ethnography in tourism, see Stickdorn, M., & Frischhut, B., eds. (2012). Service Design and Tourism: Case Studies of Applied Research Projects on Mobile Ethnography for Tourism Destinations. BoD – Books on Demand.
02 Photo: ExperienceFellow.
A mobile ethnography project might include 10, 100, or even 1,000 participants documenting their experiences with a brand, product, service, event, or similar. Participants are included as active researchers self-documenting their own experiences as a kind of diary study on their own phones. Participants document their experiences, but researchers can review, synthesize, and analyze the collected data. In some cases, researchers can get in touch with participants through push notifications for ongoing guidance, tasks, or to ask for more details on reported experiences. 
Mobile ethnography mostly focuses on customers or employees who document their own daily routines, or follow a specific research task to document whatever might be of interest regarding a given research question or topic. Dedicated apps for mobile ethnography allow participants to self-document almost any experience along their entire customer journey and across all on- and offline channels. Besides text, photos, videos, and quantitative evaluations, these apps also collect information on time and location that can be used to visualize data as journey maps or even as geographic maps. Mobile ethnography follows a self-structured approach, so that participants are invited to document anything that they themselves perceive as important enough. As the collected data is aggregated in web-based software, analysis can be done in real time by a dispersed team of researchers.
Mobile ethnography works well for longer research over one or a few days, as well as for rather intimate subject matters people hesitate to talk about with others. The collected metadata of time and geolocation support any project in which geography is important (e.g., tourism or city experiences).