Following conference notes on ‘Ethnography’ are by two eminent speakers: Prof. Russel Belk and Prof.Guliz Ger who ran a pre-conference workshop , in addition serves as speakers in a session entitled ‘Leveraging power of doing qualitative research: Challenges and Opportunities” in 2014 annual conference of EMCB at IIM Lucknow Noida campus. The conference notes are already published in International Journal of Market Research Vol. 56 Issue 4. We are extremely grateful to Mr. Peter Mouncey , Editor of IJMR for his kind permission to reproduce it here.