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Consumer immersions are a type of ethnographic research.  Ethnographic research aims "to understand another way of life from the native point of view." Although this approach is commonly used by anthropologists to study exotic cultures and primitive societies, it is a useful tool for "understanding how other people see their experiences." Emphasis should be made that "rather than studying people, enthnography means learning from people." Thus consumer immersions are where researchers literally become immersed in the subject’s lives, meeting in their homes, exploring their cupboards and closets and generally getting “inside their heads”. Other types of ethnographic research include video diaries, shopping diaries, home visits, photographic collages and documentation etc.

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