Print ad for Kenra hair products. "Ethnography helped us arrive at the simple truth about why most women in our target own several bottles of partially-used shampoo: it's a fresh start, a new life. That's the promise of a new hair product, more than a particular feature or benefit. When we gently observed the absurdity of this, women responded by calling the 1-800 number in the ad so suddenly and frequently that the client ran out of the free samples they were offering."
