Video-reflexive ethnography

Ethnography is a qualitative learning method developed by social scientists. Ethnography relies on in-depth interviews and observation to understand, interpret, and describe experiences, processes, systems, organizations, and cultures. Video ethnography, combines ethnographic methods with video recording and editing to communicate key messages. Video ethnography is embedded within a quality improvement framework; data from interviews and observation are captured, rapidly analyzed, and communicated, informing and motivating quality improvement decision-making and activities across different audiences.

http://kpcmi.org/ethnography/video-ethnography-tool-kit.pdf