The following story is good to read in that it illustrates our value outside of our field.

Ethnographic stories can help brands connect better with consumers By MG Parameswaran

Does a bank really know how the consumer will use its mobile banking solution? Can traditional research tell us the truth or will it just evoke ‘intended’ behavior? Or does a soap brand know which other products really co-habit in the consumer’s bathroom shelves? Will traditional research tell us the truth or will it just produce what the consumer wants us to believe to be the truth? Read on