Unsweetened Truths: Closing the Teen Say-Do Gap with Mobile Ethnography

Session Details: Teens can be a tough audience for traditional research. They are highly mobile, deeply contextual, and quick to disengage when surveys feel (in their words) “Mid.’" In this session, OvationMR and Yoplait Liberté Canada will share how a 7-day mobile ethnography was designed to meet teens where they already are, on their phones and in real life. Conducted with 13- to 17-year-olds, the study captured in-the-moment behavior through short, intuitive mobile tasks that fit naturally into teens’ daily routines. Rather than spoon-feeding questions after the fact, this approach focused on observing behavior as it happened. The session will explore how mobile-first ethnography helps brands get to the real scoop behind teen decision making, enabling smarter creative, messaging, and innovation choices grounded in real behavior.

Key Takeaways – What You’ll Learn

- How capturing real behavior in context helps brands narrow the say-do gap and reduce decision risk
- Why mobile-first, teen-friendly research methods drive stronger engagement than traditional surveys
- How this accessible approach can deliver more actionable insight for solving real brand challenges