Guinness used ethnographic research called "Xploring" to better understand consumer behavior in Africa. They created the fictional character Michael Power to inspire Africans and doubled sales ahead of schedule. Later campaigns focused on celebrating real examples of African greatness. Through stories discovered via Xploring, Guinness portrayed how ordinary Africans achieve extraordinary things, helping consumers feel empowered. This established Guinness as a brand that believes in Africans and their ability to succeed. Similarly, UNICEF used Xploring in China to develop an awareness campaign highlighting how all adults were once someone's child.