I've discussed ethnography, especially digital ethnography, several times taking note that, whether we use ethnography in marketing or design research remains irrelevant to the methods employed. What matters is whether we develop the research questions around the assumption that sociocultural practices provide the data source for answers. Ethnographers research settings, situations, and actions, with the discovery of surprising relationships as their most basic goal. The most surprising relationships though are often hiding in plain sight, right under our noses.![]()
