As I understand it…
User research example:
P&G works with dozens-hundreds of men to understand more about razor use, preferences, habits, etc. This informs the design team and goes into the brief.
*is this technically ethnography?
Market research example:
They then design razors, produce a low-volume batch, and tests them with hundreds to thousands of users. I actually heard they had stations on the highway where commuters could try razors out (for a quick $). This validates the design before millions are made.