In many marketing discourses, it is often mentioned that every company should focus to the need and interest of the consumers in the process of creating product and service will be offered. In reality, such statement is not definitely right. Many consumers are not aware of what they really need. For instance, an invention of iPod. This product is created, not from a survey from customer need. But it is purely from the sharp of the vision of Apple party, the company producing iPod.

The other example is a phenomenon product, Walkman by Sony in 70s. This product was born not by preceded with a consumer’s need research. The idea was purely rom the Sony’s executive at that time who tried to precede age’s taste.

Those examples above indicate that many products come out from vision and the acuity of the company party in detecting market movement. The product vision often cannot be revealed by survey to the consumers. It is because mostly, consumers do not realize what they need exactly need. It cause the consumers’ research to get ideas about new product do not work properly.

Vice versa, consumer’s need research which is not carefully held will get failure. It might because the research fails to get the emotional relationship between the consumers and the product. The strong emotion relationship with the old product makes them unwilling to leave the old product and try the new one, even though based on the test, it is concluded that the new one is better than the old one based on various factors.

Realising this limitation of traditional research which is only counting on quantitative result, then the research is more paying attention to the qualitative one. This research is often called as etnography whereas the researchers will get in more in-depth to the real life of the consumers within much longer time (2-6 months).

Through this real research setting, it is expected to reveal latent need of consumers which are failed to reveal through traditional research tool.