Ethnographic observations are now used widely to inform human-centered design and market research. However, understanding how to optimize the value of ethnography within complex systems of social interaction is far less common. This requires an anthropological perspective that is strategic and systemic, with an emphasis on relevance. Strategic Strategic research is designed specifically to elicit relevant insights. Well-crafted research plans enlist the right combination of methods (ethnographic and otherwise) to provide a lens for understanding the social phenomena that have a direct bearing on the topic at hand. Systemic Systemic thinking involves understanding ethnographic and other research data in the context of broader cultural patterns. Interpretive value is realized by identifying a range of culturally attuned opportunities for potential design solutions. Relevant Relevance hinges on one thing: context. An anthropologically-informed research strategy combines a deep understanding of an organization’s culture with findings from the field to generate innovation with impact.