Mobile Ethnography in Healthcare: Uncovering Digital Tool Usage Trends

This qualitative study, commissioned by a market research agency on behalf of a pharmaceutical client, used mobile ethnography to explore how healthcare professionals and non-MDs engage with digital tools in their day-to-day work. Over a four-week window, we successfully recruited 108 respondents—including oncologists, cardiologists, dermatologists, nurse practitioners, and administrators—across Germany and Italy.