Take a look at this fabulous video put together by faculty and students at Kansas State U pioneering a field called Digital Ethnography.
I kind of feel that I sit between 2 worlds.... the world of enterprise software and the world of design/Customer Experience which leverages ethnography to deliver world class design. So I have the luck of being able to play in both worlds AND have the chore of merging the two.
So then what is digital ethnography? Its being an ethnographer but using digital tools and techniques to conduct ethnographic research. So what's ethnographic research? Check it out.