Saudi Millennials Don’t Use Their Phones Like We Do:
… the problem lies in [the branding/marketing companies’] intent: Instead of entering new markets with an open mind, they approach with a strategy in place and then look for the people who prove their theories right. “The only thing worse than not asking the questions, is not paying attention to the answers that don’t fit into their world view, because it’s inconvenient,” says Chipchase.
Set aside the headline. This longish read does a good job of explaining why it makes sense to hire an ethnographer before developing (to say nothing of launching) a product and, simultaneously, the intense amount of work that goes into launch a new product with a unique brand identity.