Mobile ethnography has revolutionised qualitative research for market researchers, UX professionals, and social scientists. Instead of observing participants in artificial settings, mobile ethnography enables researchers to study them in their natural environments via digital devices, particularly smartphones, and to collect responses in real time. However, mobile ethnography can easily become unreliable and fragile if poorly managed by researchers. What is Mobile Ethnography? Mobile ethnography is a qualitative research methodology that uses mobile devices, primarily smartphones, for data collection. Mobile devices can serve as extensions of ethnographers, enabling them to record observations, co-create data, and share experiences with participants. Unlike traditional ethnography, which relies on researchers conducting occasional in-person interviews, mobile ethnography empowers participants to document their experiences directly.…