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Ethnographic Research for Product Innovation	How we work
Naked Eye Research Ltd 4th Floor, Holborn Gate 26 Southampton Buildings London WC2A 1AH T: +44 (0) 2078 613 178 F: +44 (0) 2078 613 081 Email Us	Ethnographic research relies heavily on up-close, personal experience, empathy and participation, not just observation. Its aim is always to collect different accounts of people's customs, beliefs, and behaviours. The focus of the research be it a product or service is always centred and understood within the complexity of day-to-day living.		This enables us to see its role, relevance and use in both functional and emotional terms in the context of their lives as they move through the different environments they encounter throughout the day. Naked Eye ethnographers record participant's behaviours using digital video cameras. Participants are invited to view segments of the recorded material and share opinion. Co-viewing film is a joy. The contrast between what we think participants are doing versus what participants see themselves doing inspires us to see events in completely new ways.		The commentary is then added over the footage. Ethnographers use the video edits in workshops to discuss emerging themes. After this phase of the research we present the final findings with implications to support new solutions and to guide strategic thinking.
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