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Ethnographic Research for Product Innovation	What is ethnographic research?
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	Ethnography has its roots in social anthropology. An ethnography is a way of doing research. It involves participating, observing and describing how people from particular cultural groups respond to the situations they find themselves in. Ethnographic research helps clients see with their own eyes what people actually do, how they live their daily lives and crucially to better understand the role of products and services within this context. It needs this to inspire understanding, challenge assumptions within businesses and organisations.		As a process it involves: • Gaining understandings of people through 1st hand experience - through engagement in the real world. • Uncovering people's habits, beliefs and motivations within the different contexts they encounter. • Understanding the meanings people attach to the things that they do. • Understanding and recording the way people live their lives, which are unlike the narratives they relate, which are usually tidy, logical and in truth constructions of their day. • Bringing these perspectives back to clients in a way that will inform strategic thinking.		Naked Eye ethnographers pack a bag and video camera and go out and live with individuals and families for 3 days in order to come to understand how they view the world and how these ways of being can help shape our perceptions and ideas. Naked Eye are interested in collaborating and helping clients think in new ways, in finding new possibilities based on real life scenarios.
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