A qualitative methodology, ethnography is about observing people in their natural environment to understand about the context in which they would use a product and what it means in their day to day lives.

Experienced qualitative interviewer(s) immerse themselves in the lives of the respondent(s) and participate in their all day to day activities. By doing so, they are able to study the drivers of culture, lifestyle, attitudes and social contexts that influence product/service choices and their usage.