ABSTRACT Aims To reflect on ethnography as a qualitative research methodology in nursing, examining its conceptual, theoretical and practical applications. It offers insights into its effective adoption in nursing research, particularly in culturally diverse healthcare settings, emphasising the integration of ethnonursing and critical ethnography. Design This methodological reflection draws on the author's research experience and extensive review of ethnography's principles and practices. Methods This paper examines key components of ethnography, including participant observation, semi‐structured interviews and field notes. Ethical considerations, data analysis processes and strategies to ensure trustworthiness and reflexivity are discussed. Special attention is given to the application of ethnonursing in culturally specific care and the use of critical ethnography to analyse power dynamics and institutional structures. Results Ethnography, particularly ethnonursing and critical ethnography, provides an invaluable framework for understanding healthcare's cultural and social dynamics. The paper presents reflections on methodological challenges encountered during an ethnographic study of neonatal intensive care units in Jordan, offering practical insights for nursing researchers. Conclusion Ethnography enables nursing researchers to explore the complexities of human experiences within cultural contexts, contributing to the advancement of culturally informed and evidence‐based nursing practices. The combination of ethnonursing and critical ethnography enhances the ability to uncover both cultural influences on care and the structural factors shaping healthcare experiences. Implications for the Profession and/or Patient Care This paper provides methodological insights that can guide nursing researchers to adopt ethnography effectively, promote culturally sensitive care that aligns with patients' social and cultural needs, and contribute to healthcare equity and improved patient outcomes. Reporting Method This paper follows the COREQ (Consolidated Criteria for Reporting Qualitative Research) guidelines. Patient or Public Contribution No patient or public contribution.