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Ethnographic methods seek to build a systematic understanding of a culture from the viewpoint of the insider. Ethnographic methods are multiple attempts to describe the shared beliefs, practices, artefacts, knowledge and behaviours of an intact cultural group. They attempt to represent the totality of a phenomenon in its complete, naturalistic setting. Detailed observation is an important part of ethnographic fieldwork. Ethnography can provide greater ecological validity. The processes of transformation can be observed and documented, including how the culture becomes embodied in participants, alongside the recording of their narratives. It is more labour-intensive, but combining ethnography with narrative interviews can produce richer information than qualitative interviews alone (Paulson, 2011).

The observation can be either overt or covert. In the overt case, the researcher does not attempt to disguise his/her identity, but rather is unobtrusive so that the phenomenon under investigation is not disturbed. In this case, the researcher can take detailed notes, in either a prearranged or discursive format. In certain cases, the researcher may decide that his/her presence may disturb the field. In this case, two forms of covert observation may be used. In one form, the focus of observation is not aware at all of the presence of the researcher. An alternative approach is when the person observed may be aware of the researcher’s presence but is unaware that he/she is a researcher. In both of these forms the researcher needs to consider whether such covert surveillance is ethically justified. A form of participant observation that is not covert is when the researcher accompanies the person but tries not to interfere with the performance of everyday tasks. Priest (2007) combined grounded theory and ethnography to explore members’ experience of a mental health day service walking group, including the psychological benefits of the physical activity, the outdoor environment and the social setting. Stolte and Hodgetts (2015) used ethnographic methods to study the tactics employed by a homeless man in Central Auckland, New Zealand, to maintain his health and help him to gain respite while living on the streets, an unhealthy place.