The document summarizes a presentation given by Jon Puleston of GMI Interactive about gathering ethnographic data from online surveys. Some of the key challenges discussed include getting respondents to open up and provide detailed responses. However, establishing rapport with respondents and using techniques like warm-up questions, imagery, and examples can help elicit more in-depth feedback. Piloting questions is also important to improve response rates and lengths. With the right approach, online surveys can provide a useful way to collect qualitative data.