dig combined the interviewing and observational techniques of ethnographic research with the storytelling methods of documentary filmmaking.

first we designed a set of demographic and psychographic specifications for screening possible respondents. we received written submissions from over forty respondents. after reviewing the submissions we conducted one-on-one interviews with twenty five of the respondents in order to select the five most interesting, diverse and articulate respondents for the in-depth exploration.

filmed in-depth interviews and observation were then conducted with the five primary respondents and their influencers (friends, family, etc). we also conducted one-on-one in-depth interviews with two social media experts, one from the academic world and one from the world of marketing. the footage was edited together in order to create the film. the interviews and observation were also integral in the development of the white paper.