This document discusses ethnographic research, which involves observing people and cultures in their natural environments. There are three main types - business, educational, and medical ethnography. Key characteristics include studying cultural themes within a culture-sharing group and examining shared behaviors, beliefs, and language through fieldwork. Common methods are naturalistic observation, participant observation, interviews, surveys, and examining life and work. Ethnographic research is best used early in user-focused investigations and for complex market research to gain insights into consumer habits.