This document discusses the importance of understanding culture for gaining customer insights. It begins by describing Clifford Geertz's concept of "thick description" to deeply understand a culture, using the example of observing Balinese cockfights. Culture is defined broadly as the shared ways of thinking, feeling and behaving within a group. Ethnography is introduced as a tradition of writing about people to gain understanding of different social worlds. The document emphasizes experiencing aspects of a culture rather than just collecting facts. It outlines a process for making sense of observations by framing the problem, collecting data, finding patterns, and creating insights. Finally, it discusses techniques for observation without interfering or using participant observation, and how to document observations in the field.