Studying MarathonLive: consent for in-the-wild research.

In-the-wild research projects offer new insights into how we use technology in a socially embedded environment. Ethical guidelines for technology research are challenged by these studies through the potential for implication of third parties and the convergence of data streams. We present the MarathonLive application as a case study of in-the-wild research and some of the ethical challenges faced. Our discussions focus on the capture of third parties and consider the importance of a flexible 'moment of consent' for these systems.