Popular research has identified that among various reasons for failure of new ventures, incorrect identification of customer need is most prevalent. This course will aid aspiring entrepreneurs in their endeavour to understand customer needs and pain points in a reliable, scientific manner. For research scholars,  ethnography is a well established methodology for theory building endeavours. With the field of entrepreneurship veering towards ‘entrepreneurship as practice’ which is a sociological approach, field immersion techniques become essential. Students will acquire the invaluable skill of collecting, storing and analysing data which goes into theory building and hypothesis testing, for research and practice.