The other difference is scope. Global corporations need detailed consumer data from dozens of cultures. In China, the coast and desert, north and south, have different cultures. In India, there are over 100 languages, dozens of castes, and major differences in religion. Companies must gather and compare huge amounts of information.
To address this issue, the Institute of Design under Patrick Whitney and Associate Professor Vijay Kumar have developed the User Insight Tool, an ethnographic methodology designed specifically for business. It relies on disposable cameras, field notebooks, and special software that teases out new understandings from consumer observations.