Finding the Edge



A leading shaving products company wanted a deep understanding of the small town Indian male and approached us.

We did a video-ethnographic research carefully designed to ensure that we were able to convey visually the lifestyle and attitudes of the small town Indian male, without being intrusive.

The study was not only successful in obtaining high quality insight, but also was presented as a series of films, carefully edited to meet international standards.

We evolved Rear Window with this research and laid down some best practices for video-ethnography based on our experiences in this study.

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