Ethnography is the collection of data by observing particular ways of life and by listening to particular individuals and groups. It offers insight and actors’ point of view. That is what makes ethnography a unique way of studying cultures. In the contemporary world, it has evolved into a method for institutions and companies, as well. Migration, human mobility, and emerging technologies impose the institutions and companies to react rapidly to the changes. Thus, a human-based understanding is essential for adaptive strategies. Ethnography serves to develop strategies and to establish organizational structures that will survive changing dynamics.
Ethnography in the contemporary world has diversified into online ethnography, as well. Social media, online communities, virtual marketplaces are the subjects of this new dimension of ethnography. This new form of data collection covers all types of digital material. It is an alternative to investigate the phenomena manifesting online. It serves for both understanding dynamics and generating strategies.