Ethnographic gaming is a technique that combines documentary filmmaking, innovation sessions, ethnography, and competition (gaming). Gaming removes a participant's focus away from being observed and into a transitional process of information-gathering while interacting with other consumers in competitive situations. Each project is fully customized and specifically designed to suit the objectives of the brand or agency. Accordingly, we can place more emphasis on the documentary and less on the gaming or vice-versa. When circumstances dictate, the creation of consumer blogs can allow us to gain additional insights beyond documentary work. We get the mix right.