Ethnography is a qualitative research methodology rooted in anthropology that seeks to understand human behaviour by studying people within their real-world contexts. Rather than relying solely on self-reported data, ethnographic research captures authentic actions, social dynamics, and cultural influences that shape decision-making. In a market research and consumer insights context, ethnography helps organisations uncover unmet needs, latent motivations, and behavioural patterns that surveys and structured interviews often miss. It is particularly valuable when researchers need to understand complex or sensitive topics, explore unfamiliar user segments, or challenge assumptions embedded in existing product or service strategies.