Ethnography Is an Excellent Tool When You're Trying to Understand the Problem Space

I led a project for Verizon to take a look at the way that a particular type of vehicle might be represented in our products. So ethnography is really an excellent tool when you're trying to understand the squishy messy space? What are we looking at? And then it's, it basically you, you explain kind of what you're seeing, right? You explain some dynamic, some tensions. I always look for tensions.