Mobile has completely changed the way we search. Untethered from the desktop, we now search on the go using multiple devices. Google sought to understand the mobile customer journey.

Through ten qualitative ethnographies, we showed the human side of quantitative research that Google had commissioned.


Selfie videos, ethnography, digital tracking.


The online customer journey is made up of many Micro-Moments across devices, locations, and contexts. Marketers must serve up their message at the right time and place to be useful and effective.

Ministry’s research was foundational to the Micro-Moments framework, which informs Google’s ad product marketing.

See more about Micro-Moments on ThinkwithGoogle.

All proprietary insights removed.