Virtual Ethnographical Insights and Arising Methodical Challenges When Investigating the Implementation of a Multimillion-Pound Digital Transformation Project in a Public Hospital

A mini ethnography was conducted at one of the largest hospitals in the United Kingdom. As part of this investigation, the researchers aimed at capturing the perceptions of four distinct group of clinical and nonclinical professionals primarily through attendance at virtual team meetings and online semi-structured interviews. Various methodical challenges were encountered, which were addressed through systematic planning. Conducting the research virtually, a team of researchers visualized and implemented a three-step strategy in order to successfully emerge with quality data—establishing presence, exploring perception, and reciprocity. Using online tools and techniques, the researchers have navigated the pitfalls and turned the lack of physical interaction into advantages for the purposes of data collection and analysis.