I typically ask in my customer insight workshops how many of my attendees have participated in some form of ethnography. Few hands ever go up; after all it's still a new science. But I'll take it further. How many have sat in their retail spaces, their bank branches or where ever their products are used by their customers and simply watched to learn how their products are used, and what joy or frustration their products create? When you get out from behind the desk and get out in front of customers using your products, you become a producer of market insight, more simpatico with the thinking of customers.