Me and Kristina Börjesson have written a text that will be published in the Ethnologia Europaea Journal this autumn (41:1). The reality facing applied ethnography today is one of popularisation at the cost of content. There is a potent risk of ethnography being replaced by less professional methods marketed under similar headings. The article therefore explores ways to develop the discipline further as well as the instruments necessary to improve application and communication. It goes on to argue that ethnography is a discipline that records and analyses human behaviour and should consequently be informed by other disciplines with a similar focus. We also actualise the necessity of ethnographers improving their knowledge about business administration as the studies they execute are increasingly in demand for informing long term product and business strategies.