Ethnographic Study Unlike more traditional sociological studies, an ethnographic study uses a method by which the researcher assumes the role of the subject and "becomes" the subject for a period of time. This immersion approach to research allows the researcher to understand first-hand what the needs, desires and cultural mindsets of the subject are, while also gaining closer and more prolonged access to their subject. Ethnographic studies are useful for gathering in-depth and technical data, but have been criticised for being overly self-referential, as well as costly and time-consuming.