Observation is a subjective research method that allows data collection through observing and interacting with a specific environment, and gain a rich picture of participants in their natural environment. This data collection method allows to better understand the processes and culture in a specific territory, and it provides a more comprehensive understanding of human behavior.

Observation of aspects such as: interactions, actions, gestures with people themselves and with others, what their pattern of cognition is (how they access knowledge), discourses (words, gossip), environment (natural and built spaces), actions (repetition of the same, objects used for that action)