This document provides 20 tips for conducting research and thinking in an ethnographic and savvy way. Some of the key tips include embracing ignorance and asking questions even about obvious topics, understanding consumers as humans beyond just their role as consumers, aiming research at the fringes of audiences to understand minorities driving change, seeing the extraordinary in mundane behaviors and vice versa, and allowing research to guide brands to opportunities that create higher purpose and long term value beyond just profit. The overall message is to thoughtfully consider cultural and human factors in research in order to gain deeper insights.