Briefly explain the Consumer fieldwork in measurement of a culture?

Hello to everybody, please explain the Culture Measurement Technique of Consumer fieldwork.
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"Consumer fieldwork: Fieldwork may be conducted on consumers, so as to observe their behavior, and draw generalizations about the values, myths, beliefs, customs, traditions and rituals. Such generalizations are drawn on observable in store shopping behavior. Verbal and non-verbal body language are also observed and recorded. Sometimes, instead of being passive observers, the researchers may assume active roles and interact with the consumers (participants) as salespersons. Interviews and focus group sessions may also be used. Source:"
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