The Ethnography is a tool to be used in Jeanne Liedtka's Design Thinking methodology, but can also be used alone. Ethnography is the study and observation of human cultures. The goal is to obtain multiple perspectives: customers and the people that interact with customers. Explores the importance and benefits of using ethnographic interviews in the design process. Several best practices and techniques are introduced. This 7-minute video is part of the Design Thinking Video Series designed to accompany any one of three cases (Arena Industries [UVA-S-0240], Trenton State College [UVA-S-0241], and Great Lakes [UVA-S-0248]) that explore the design thinking approach to innovative problem solving.