When it is important to study the natural environment of the target group, a flexible and open ethnographic methodology should be used.
This methodology, used in marketing research (in business), is aimed at exploring phenomena related, in particular, to activities carried out by customers or consumers. The subject of such research could be the work and habits of households, activities related to the purchase, the use of services and the use of equipment or products.
Ethnography makes it possible to establish standards and regularity in behaviour and to describe their typical character in a customary context and environment, and thus describe them as they are. Such knowledge is acquired by experienced and open-minded researchers, who are able to maintain professional objectivity and adapt the procedure of data collection and analysis to a very specific ethnographic situation.