Preface
When a simple shift in the marketing mindset from product-centric to user-centric leads to, eventually, a radical shift in the corporate culture and a revolutionary new marketing strategy, the company has ethnography to thank for it. BFS, a well-established company offering processed vegetables, seeks to increase vegetable consumption in the professional kitchen. To do so, they must enter a professional kitchen, learn from chefs about their culture, and immerse themselves in the professional gastronomical world before they can come out the other end with ideas of how to radically reconfigure their approach to selling vegetables.
