Context Based Research Group has done a great job in defining various customers segments. Their approach is quite simple – “Doing better works involves three things: going very deep with customers, discovering where meaning lies in their lives, and using that knowledge to make something happen”.
And I must say – I agree 
But how do you use Ethnography and Anthropology in your projects? – You do?
Got it from "Putting people first"
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Anders Rønnau, who just graduatet from the Danish designschool, did a final paper on methode/process - a turning point in some ways, because this way of doing an exam in method it is the fist of its kind at the school.
Methods from Doblin group over IDEO to selfdeveloped tools all used to lead a group of people in the process of developing an new educational program for farmers.
#Nanna
We use ethnographic tools in many of our projects at the Center to Bridge the Digital Divide at Washington State University. Because we work with information technology, practicing “anticipatory” anthropology has been especially useful in designing our projects to meet the needs of the future. Some of the benefits of collaborating with social scientists on complex projects include getting genuine stakeholder buy-in as well as gaining a deep understanding of the issues and context surrounding the problem. One of the challenges, however, is the amazing amount of time that the ethnographic process requires. I would love to talk to anyone who has had experience streamlining the process for a business environment without losing depth and detail that are gained from more traditional techniques.