Traditional ethnography was initially used in anthropological studies to learn more about cultures and societies. Consumerism is an aspect of our cultural identity, so it makes sense to apply those same ethnographic methods of observation for market research projects. Mobile ethnography is a logical evolution of this methodology. Brands need to be keenly aware of customer behavioural patterns and needs so they can cater to them with the right products or services. Mobile ethnography is a perfect tool to gain these insights.