Back at the Open Village Festival, @amelia, @jason_vallet and I committed to a videocamera our views about Semantic Social Network Analysis, the main tool behind opencare's large-scale ethnography. I believe that SSNA can be a game changer: with it, ethnography can reach the scale of operations of large surveys, while maintaining a serendipity and robustness to framing bias that surveys do not have. Here is the edited video: if you want to know more about SSNA you can read this paper, prepared for the Internet Science Conference 2017. A longer, journal-version paper is in the pipeline.