Ethos means habit, practice or custom. Etho-Scouting stands for the observation and
description of people in their day-to-day environment, within a cultural context and in their
dealing with products.

The importance of Etho-Scouting will become ever greater in the course of the rising internationalization of products. To ensure that a product will be a success in diverse countries, designers and marketing strategists need to have detailed knowledge about the
similarities and differences in terms of attitude, taste and habits in the individual countries.
Etho-Scouting furnishes this data with great reliability.