Now in 2013, The Atlantic, no less, has discovered that marketing firms can take advantage of social science skills, including participant observation, too, and published a nice story about it here.
But perhaps they are a little late to the revelation. I suspect that they could have walked across the hall to where advertising is sold for their magazine, and made the very same discovery, as indeed, cigarette manufacturers did decades ago! But, I guess better late than never.
And for social scientists inclined toward such jobs, I suspect such stories are a relief from a sometimes discouraging academic job market!