This article is part of a Spotlight series on how brands can craft better culture-relevant marketing that resonates with consumers in a changing China. Read more
It is both a privilege and a responsibility to go into someone’s home as an ethnographer. Being allowed to poke around someone else’s home – which ultimately is a window into their life – to see the world through their eyes, to be able to watch the way they live, and for them to open up to us, is a glorious privilege.
It also puts a great responsibility on us to...