We designed and built an ethnographic smartphone app with a publishing company in London so users could report live on experiences that caught their imagination as they happened. Sending video, pictures, text and polls, the app sends data live over wifi or network provider. With full data aggregation and backend analysis features the app captures ‘in the moment’ and leads to a rich first round of data for idea generation. An amazing array of information can be collected, but in our opinion can that second round of research is vital.