Chime Buys Share in Naked Eye

In the UK, communications group Chime has acquired a share of video-based ethnographic research firm Naked Eye, which was established by Nick Leon in 2003.

The firm specialises in providing ethnographic insights into how products are used, and particularly how consumers interact with packaging. Its technique depends on participants allowing researchers into their homes to follow their actions for several days with a video camera; looking at people in context in their real environments, and at 'what they do' rather than 'what they say they do'.

Joint Chair of Chime Deborah Mattinson explained: 'Naked Eye's innovative approach helps clients really understand how their customers' behaviour reflects their motivations and attitudes within the different environments they encounter during different times of the day. The business has huge potential in a rapidly growing sector and we're working closely with Nick to make sure this is realised.'

Leon's team of social anthropologists, documentary film makers and interactive media designers will work with experts in the Chime Group to deliver insight to help clients get closer to their customer's experience. 'Chime is helping us achieve our ambition of growing from being a small start up to the leading ethnographic research company in the UK,' he added.

Naked Eye will relocate from Twickenham, Middlesex to the Central London offices of Chime's research agency Opinion Leader and luxury brand research firm Ledbury Research.

Web sites are www.chime.plc.uk and www.naked-eye-research.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.