"Corporate ethnography isnít just for innovation anymore. Itís central to gaining a full understanding of your customers and the business itself. Ethnography is the branch of anthropology that involves trying to understand how people live their lives. Unlike traditional market researchers, who ask specific, highly practical questions, anthropological researchers visit consumers in their homes or offices to observe and listen in a non-directed way. Our goal is to see peopleís behavior on their terms, not ours."
Source: HBR March 2009 - Ken Anderson - Anthropologist at Intel Research