This document discusses ethnographic opportunity analysis and user-driven innovation. It provides an overview of Joseph Schumpeter's five types of innovation in business and examples. It emphasizes that ethnographic research is an inductive process that involves observing existing behaviors and uses to find opportunities for improvement, rather than starting with hypotheses. The document outlines an assignment for students to conduct observations of routine tasks/products/services, analyze their notes to identify innovation opportunities, and submit a one page pitch suggesting a potential improvement.