Ethnography is a research method based on observing people in their natural environment rather than in a formal research setting. 

6 Steps to ethnographic research:

1. Define the problem
2. Find people
3. Plan an approach
4. Collect data
5. Analyze data & interpret opportunities
6. Share insights

Find out more about ethnography research at An Ethnography Primer, an introduction to the subject by Aiga, the association of design professionals.