Ethnography is a form of qualitative research in which people and cultures are observed and studied. Anthropologists collect written and non-numerical data in order to understand the reasoning or meaning behind rituals, symbols belief systems and lifestyles.

In ‘The Interpretation of Cultures’, Clifford Geertz notably coined the method as ‘thick description’, which can be defined as the scientific observation of a person or behaviour within it’s context; carried out with the intent of gaining a more in-depth knowledge and understanding of the acts that are being studied. If the research is long-term and takes place in the same environment then it is known as participant observation; this is a very popular form of ethnography because it allows the anthropologist to live in the setting whilst continuing to be a detached observer. However, the anthropologist may find themselves assimilating to the culture they’re studying which means they become genuinely absorbed into the group.

Participant observation and ethnography in general can be overt (known about by the group) or covert meaning it is done without their consent – this, of course, has several issues in terms of ethics and confidentiality. Other issues associated with this research method include observer bias, misinterpretation of both language and behaviour, loss of objectivity and being unrepresentative.