Ethnographic research is a method that originates from anthropology, where researchers directly observe and interact with people in real life scenarios within their environment. Ethnographic research allows us to see through the eyes of others and walk in their shoes. Instead of relying on digital surveys & online reviews for feedback on our products or services, we must go to the source. We need to see firsthand who they are, what their life is like, and why they are customers. We need to get to know them on a human level, only then can we truly understand their frustrations, motivations & desires.