Imagine just returning from a five-day adventure trip in the Scottish Highlands. Between long hikes, scenic drives, and travel fatigue, the days were full and fast. A week later, you receive a post-stay survey from the hotel asking you to document your hospitality experience. _How was the Check-in process? How would you rate our hospitality services? Did our amenities meet your expectations?_ Silence…. Although the landscapes are vivid in your memory, what about the details of the hotel stay? They are already fading. Memory has silently edited the experience. This is a common problem of documenting your experiences in traditional customer experience research and hospitality market research. Mobile ethnography and real-time qualitative research eliminate this gap by capturing experiences as they unfold.…