Trend Safaris, Visitations & co.

During one of my first jobs at Saatchi & Saatchi, we conducted so called "Xplorings". We visited people in real life: at home, at work, at university, etc. We observed keenly and we understood better. The idea was: “If you want to understand how a lion hunts, don’t go to the zoo. Go to the jungle.” I cannot agree more. So, the best way to explore culture, customers or competition is probably not reading another report or setting up another focus group but to go to the real world and understand what's going on out there. Curious?