Now companies are taking help of ethnography to understand and analyze the culture and behavior of their customers.
To resolve the issue for the companies Associate Professor Vijay Kumar, The Institute of Design under Patrick Whitney, have developed the user insight tool. This tool is based on an ethnographic methodology, which will be used for business purposes.
This methodology would help to anticipate:
1. Patterns revelation.
2. Needs assessed.
3. Family room.
This methodology has not been intended to sell, rather companies can use it for free.
Via Business Week