mindsets, suddenly market researchers are digging a whole lot deeper.

Focus groups still work but hanging out with the target group while the

gang interacts with products (and peers) and imparts insights can

deliver more powerful revelations. Once destined for far-flung exotic

locations, today's ethnographers also are venturing into the corporate

jungle to present their findings on urban sub-cultures. There are

compelling reasons for smart marketers to go gonzo.