Ethnography describes a form of research that involves the observation of people. It is a qualitative research method based on observing ideally natural behaviour and speaking with users in context.
For example, an ethnographic study for a research question for a pharmacy would involve observing and speaking to pharmacists in situ at the pharmacy. This kind of unobtrusive approach to research within the natural environment aims to gain genuine data about how someone behaves and direct insight into a process.
This is especially vital in understanding people and processes where it may be impossible or difficult to accurately document, reflect, or draw insight from other, non-observational research methods such as user interviews or surveys.
A complement to an ethnographic study, or a best compromise where this kind of direct observation may not be possible, could be a diary study.