• It is an approach which tries to present a detailed, holistic picture of social interactions, behaviours, and perceptions within groups and communities through careful observation -- the integration of sight, hearing, smell, taste and touch.
  • It is commonly used by anthropologists to document and observe social arrangements and belief systems of rural societies, where social settings appear to be “new and strange”.
  • It requires researchers to undergo extensive fieldwork by immersing themselves in the specific context of the study.