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This paper defines and discusses the viability and applicability of specific ethnographic methods for the study and theorising of social movements and related social mobilisation. Ethnographic methods are shown to be one tool in a box of available methods, but are perhaps especially suited for the in‐depth study of social movements and social networks. Pros and cons of such methods are identified, using examples drawn from an ethnographic narrative comprising over a decade of research; ethnography of UK environmental direct activists, and more recent ethnography of UK publics engaging with human genetic technologies. Ethnography enables developments in latent social interactions to be identified in the field, providing data sources that inform social analysis and the development of theoretical stakes. This ethnographic narrative has contributed to the theorising of complexity in movement collective identity and complex social mobilisation patterns; namely the theorising of social movement. Findings can be disseminated to a range of stakeholders, including the research participants. Thus, ethnography can be both a method for studying social movements and a means of ‘upstream’ public engagement, understanding what is happening at the grassroots, with the aim of enabling capacity building between all actors in the research process. This methodological rationale is defined as ‘action research’.