The client wanted to understand moments of unhealthy behaviour across the week, amongst 40-60 year-olds, when researchers aren’t present to see it themselves through traditional ethnographic observation.

What we did:

An Ethnographic approach was constructed which involved four participants using wearable camera glasses to wear for a week, specifically during  key eating moments.

Key insight:

The unobtrusive nature of the wearable cameras allowed us to record, and hence better understand, ‘mindless’ or ‘distracted’ eating behaviour – an all too common issue – as well as its consequences.


Our client used the insights from the study to design an advertising campaign that would resonate with their target audience.


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