Ethnography involves learning from people by finding what makes them content, expressing interest in what's important to them, and letting them teach their perspective. It can involve overt observation where participants know they're studied, or covert observation which risks deception. Ethnographic research access can be challenging and disadvantages include only experiencing one group's perspective, difficulties analyzing notes, and high costs. However, ethnography provides advantages like analyzing cultures deeply through observing what people really do versus what they say.