Table 1.

Six-step digital ethnography framework.

Stage	Tools and techniques	Outputs for buyer persona
(1) Ideation: documenting views of the potential buyer persona	Brainstorming of buyer persona elements—there are no data, just ideas of individuals who undertake this work	All elements of buyer persona based on the perceptions and preconceptions of the initial idea
(2) Social proofing: first impressions of real data existence for relevant topics	Initial observations of potential online communities and reviews of products or services; hashtag analysis, online reviews for related products and services among your own and competitor communications such as social media channels	Confirmation, disproof, and identification of new themes for pain and trust points; pictures and quotes of real issues expressed online by potential buyer persona representatives
(3) Horizon scanning: industry reports, analysis, and wider statistics	Reports done by market analysis firms such as Mintel and MarketLine, and wider statistics such as those offered by governments or panel data such as Statista	Confirmation, disproof, and identification of new themes for pain and trust points, adding more contextual data through wider reports and statistical publications, if available
(4) Keyword research: using search data to see evidence	Using search engine past search behavior trends as an indication and prediction of interest; keyword research tools such as Google Trends and Google Keyword Planner or Baidu Index for the Chinese market	Identification of keywords with potential demand, which could be integrated into the content development for the buyer persona; understanding their terms’ use and potential seasonality
(5) Content audit: skyscraper content and influencer identification	Using identified keyword terms confirming most visible content, places, and individuals/organizations who are engaging existing buyer personas; various tools can be used in this stage	List of channels, content examples (screenshots, links, and evidence of its popularity); list of influencers who regularly engage on these topics using identified keywords
(6) Proofing: finding evidence that the updated buyer persona exists	Using focus groups, surveys, and social concept tests to identify if the issues highlighted in the buyer persona research reflect the reality of the target audience	Confirmation and update of the buyer persona understanding; refinement of the buyer persona as necessary