Reference lecture Wed 31 Aug 2011: on ethnographic study and Pier 5 Hotel example, with the ingenious disposable camera idea.

Article: "Consumers in the Mist - For real insights into your clients, hire an anthropologist."
Link: http://www.inc.com/magazine/20030401/25306.html

One main point: "Consumer groups have their own rituals and symbols. Crack the code, and you can create new, better products."

This may tell us that in order to get good and practical idea kernels, we should spend time being an anthropologist for a while, observing the pains and pleasure of clients. 

Cheers!
Jovin