As companies become more interested in innovation, design, and the creation of experiences, they are increasingly utilizing ethnography as a way to understand their customers and potential customers. However, for most companies ethnography is still conducted in the classical sense, with...
![Becoming the Subject: A Comparison of Ethnographic and Autoethnographic Data for New Product Development](https://www.epicpeople.org/wp-content/uploads/2023/09/scott-webb-mslrSX69KvQ-unsplash.jpg)