Ethnography du jour

Just a few years ago, who would have guessed that ethnography will make PC Magazine headline. But it does. Which is both encouraging and scary at the same time. It is encouraging because it shows that there's still some hope that corporations evolve and change does take place. The scary part is best illustrated by this quote from Tracy Lovejoy, the Head Ethnographer at Intel : "Consumers have so many choices today, so you have to work hard to understand what people want and need." Well, hasn't been consumer understanding the premise of modern marketing since a few decades ago?