The method involves a number of rules and methodological tools. It is not just a matter of going out and looking at people’s buying behaviour in a shopping centre, for example. The focus should be on the natural course of social behaviour rather than testing hypotheses. When the ethnographer goes into the field she makes a holistic study, that is, she studies everything in a specific culture or in a specific context that influences certain behaviour or a certain situation. By obtaining a holistic grasp, she gains an understanding of the causes of behaviour and attitudes. The data is then analysed using culture-analytical theory as a framework. No other method has such depth, such humanistic perspective or richness of colour.