It's based on the idea that you can best absorb a culture by being there and doing it. You've got to actually be there, hang out with people, and participate in their daily activities. In many ways ethnography is the mapping of the mundane. Unlike sociology and psychology, ethnographic research doesn't rely exclusively on quantitative research methods. This sort of research can even help make better sense of more traditional market research data.
Some research projects are very brief .
The reward is that it allows us, by looking at other people, to reflect on ourselves, and then refocus our thinking and our approach.