Ethnography in market research: The aim of ethnographic interviews is to better understand the living environment of consumers and thus the context in which attitudes and habits are formed. For this purpose, respondents are observed in their natural environment (at home, at work, while shopping, etc.) during the interview. Often, additional illustrative photos are taken. The method of ethnographic interviews is often the starting point for product development or innovation processes and is ideal, for example, for giving your target groups a face and creating personas from the findings.