Ethnographers tend to be rather hands off (/against) directly changing who they're observing. Contextual Inquiry (http://www.usabilitynet.org/tools/contextualin

Ethnographers tend to be rather hands off (/against) directly changing who they're observing. Contextual Inquiry (http://www.usabilitynet.org/tools/contextualinquiry.htm http://www.usabilitynet.org/tools/contextualinquiry.htm, http://www.amazon.com/Contextual-Design-Customer-Centered-Interactive-Technologies/dp/1558604111 http://www.amazon.com/Contextual-Design-Customer-Centered-In...) is a fairly light weight method and I think would benefit a lot of startups.