Ethnography & Observation
Ethnography is a research method that studies individuals as they go about their everyday lives. Observation and Interviews are used to capture data related to how people behave and interact with each other, and how people interact with their environment, the technology they use and technology as part of a wider social context.
Observational studies are used in Ethnography, but on their own can have a much narrower focus. For example, Observation may be used to understand how a specific technology is used as part of a wider service, or how people interact with other people at a service touch point.