Facebook uses ethnography to deliver more relevant ads

“As researchers focusing on Facebook’s advertising, we led research trips with a cross-functional team of product managers, marketers, and engineers to Indonesia, Turkey, and South Africa to develop a solid understanding of cultural differences across these countries. […] Forming a richer understanding of how businesses and people connect with each other—both on and off of Facebook—around the world works will help us develop better ad solutions that drive a positive feedback cycle: we will make better experiences for the people who use Facebook and for the businesses and brands who want to connect with their core customers and prospects.”

Read more here.