By spending time and interacting with potential users of new interactive services, we learn a lot about their habits, preferences, needs and concerns. This knowledge can be crucial for the successful development of innovative concepts for interactive services. Ethnographic studies offer rich data that allow empathic understanding of real-life consumer experiences. Contributing from the perspective of the consumer, our research is complementary to the perspectives of the design, enginering and marketing experts who are collaborating in concept and development teams.