If I were to go back to school, I would study ethnography in a heart beat.
As Wikipedia so kindly allows me to cite:
Ethnography is a qualitative research method often used in the social sciences, particularly in anthropology and in sociology. It is often employed for gathering empirical data on human societies/cultures. Data collection is often done through participant observation, interviews, questionnaires, etc. Ethnography aims to describe the nature of those who are studied (i.e. to describe a people, an ethnos) through writing.
Research agency Everyday Lives has launched an ethnographic research iPhone app and has a Blackberry version in the works. Very, very tempting but $12 for an application? I haven’t been able to commit to it yet despite good reviews.
Give it a peek of your own: EverydayLives application