Despite an increasing demand for marketing researchers familiar with ethnographic methods, ethnographic consumer research has received little coverage in current marketing curricula. The innovation discussed in the present paper addresses this problem: it introduces the notion of "cultural relativism" and gives students hands-on experience in conducting cultural analysis of consumer products using ethnographic interview data. The instructional innovation consists of a 75-minute class session and a group project made up of three interim assignments. Assessment results from a marketing research class show that students understood the value of ethnographic consumer research and gained useful experience in collecting, analyzing, and interpreting ethnographic data. (Contains 1 table.)