Ethnography is more than a variety of methods, it is a way of approaching knowledge and understanding the world. This isn’t just a poetic turn of phrase. Ethnography is about looking at the world as a complex system and understanding what elements you can affect.
Uncovering how people internalize…cultural norms gives us insight to what “makes sense.” In other words, ethnography uncovers not only what people do, but why they do it. If you want to understand your product, service or whatever, then you need to think about how it fits into the bigger picture of people’s lives.