Be aware that context matters when eliciting information.
In some settings community norms aff ect
behavior more than individual-level incentives do.
Thus a company interested in water conservation
might learn more from studying how villagers use
the communal well than from studying household
water use. Focus groups may be ineff ective in hierarchical
societies, so it is important to fi gure out what
“status” looks like in a given location.