Ethnography is hot. You expect the P&G's, Nikes, Philips' and Apples of the world to do it since they are so directly linked to consumer wants and needs. But Intel, a chipmaker whose product you never see, unless you open the laptop or cellphone or whatever? Actually, Intel is super-big into enthnography and way ahead of many other global corporations.
Intel's effort is led by an anthropologist, Ken Anderson, Manager of People and Practice Research. He using anthropology and other social science disciplines to "develop a deep understanding of how people live and work." The knowledge is then used by Intel to inform and guide strategy and tech development.