The method provides perhaps the greatest insights and depth of knowledge into users’ unmet and unarticulated needs, applications, and problems of all the ideation approaches we studied, according
to users. But the cost and time of conducting such research essentially cultural anthropology is considerable, while the skill set of the researchers must be high (not every marketer is a trained
cultural anthropologist). Additionally, the method does not suit all product types and markets. For example, employing ethnography at a construction site or in a factory or hospital is quite feasible, but camping out in someone’s kitchen or bathroom is a bit more of a challenge. In spite of low usage and some of these limitations