Mobile phone proliferation in developing economies has arguably affected the everyday lives of subsistence consumers and entrepreneurs like no other technology in recent times. This impact is evidenced by mobile phones’ embeddedness in everyday consumption and business practices. Surprisingly, mobile phones have only minimally been incorporated into bottom-up research approaches in subsistence marketplaces and/or ethnographic transformative research methodologies and methods. To begin addressing this important gap, the authors conducted a systematic review of the literature on mobile phones and ethnography and then gained practical experience with a new bottom-up methodology called mobile phone visual ethnography (MpVE). Using research experiences as data, the authors share micro-level details about African microentrepreneurial everyday life and highlight important methodological issues associated with conducting MpVE in subsistence marketplaces. They find that MpVE affords methodological naturalism, unpacks informant perspectives of everyday life, captures human mobility within marketplaces, and begins to democratize the research process. In doing so, this article offers a new way of giving voice to subsistence marketplace populations through more active and visible participation in research.
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