"The obvious
isn't always

Paco Underhill


          Hybrid ethnographic techniques
    Observational research, or ethnography, is the framework that helps make sense of what people do, placing context into stated behavior, allowing you to view the world through your customer's eyes.

Combining the hybrid approach of pure observation, including self-reported behaviour and discussion based on those observations with a structured interview to understand "why", provides the dynamic insight for the development of new products and services.