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It is thought that one of the best ways to gain information for the development of new products, and potentially the adaptation of older ones, is through the use of ethnographic research during the development and research phase. The world's population is ageing and it has therefore become necessary to consider elderly people more in the development of new products, particularly where research suggests they are encountering difficulties with grocery packaging, for example. Product developers need to find solutions to these problems. The ethnographic research used in this study has been...