Ethnography is a method of qualitative research that involves observing behaviors of subjects on a one-to-one basis. Ethnographic researchers spend hours conducting interviews and collecting context.
Making business decisions based solely on quantitative data is like trying to describe a picture in a coloring book without anything actually having color. You can make some general observations, but to provide deeper insight, you need both color and context.
When building a brand, businesses, institutions, and organizations need to connect with their users. When brands connect with their users, this connection enables them to provide a rich experience that deepens brand loyalty. When we look at how different consumers have adapted to the use of certain products and services, it is fair to note that there are unique differences between generations.