Ethnography is an anthropological approach to marketing research (though not as many shovels). Our researchers conduct observational research studies in consumers' homes, utilizing videotaping, still photos, household inventories and diaries. Think "Big Brother" with fewer crazy people on camera. Often times, an interviewer and videographer are present to observe how customers normally use a product in the course of their "everyday" lives. Studies can also be conducted on-the-job and at business professionals' offices.
