Sociologist Sam Ladner argues in her book, that understanding consumers and their desires requires a shift in "standpoint," one that only ethnography provides.
Sosiolog Sam Ladner ring bukunnyane maosang, yaning kayun nguningin napi sane kabuatang olih parajanane patut "kasuryanin antuk penampen sane tiosan," sane kasayagayang olih etnografi.