How to truly understand what the market really wants, #2 of 2: Ethnography

Ethnography: The branch of anthropology that deals with the scientific description of specific human cultures.

The best way to understand something is to participate, as defined by zooming yesterday, but that's probably a bit too radical for most. The next best way is to practice ethnography.

This great article will give you a much better idea of how to apply this science as an art in the real world. It essentially comes down to playing Jane Goodall, not that there's any hidden references here!!!

It's probably a lot easier and much more effective to zoom, but if not, then ethnograph - visit a place with CoolTown principles and just watch, observe, take notes and absorb specific people over several hours. The nice thing for me is that by living and working in a place like Adams Morgan, I'm automatically zooming and ethnographing. I'd still like to zoom a little in Budapest however - stay tuned.

Next week: The art of interpreting what a market really wants TBB(ToBeBlogged)@11amEST