Case Study: JSTOR improves mobile research insights and product decisions with Ethnio

JSTOR reaches mobile users in 10-minute live interviews with Ethnio

JSTOR, a digital library for researchers, faced a significant product strategy decision: whether to build a separate mobile app or a responsive website. Their challenge, addressed with the vendor Ethnio, was a lack of qualitative data about their mobile users' workflows and how their research journey spanned across multiple devices, which their analytics could not track.

Using Ethnio's targeted mobile intercepts, JSTOR was able to interview users in the moment of their mobile activity. This solution provided rich, contextual data that revealed a critical insight: users frequently start research on one device and continue it on another. As a result, JSTOR decided against building an app and instead prioritized a consistent, responsive web interface and user accounts to save work. Ethnio helped JSTOR make a major strategic product decision and master a new, nimble research method.

JSTOR