"In a project which involved directly observing surgeons at work, surgeons had been asked whether conditions were light enough and many pointed to the lights above the operating tables as proof that they were. However, observing them at work, he (market researcher) found that many were often moving their heads, struggling for good visibility. The result? The company that commissioned the research designed a throw-away light stick to overcome the problem. This types of research design is called O Focus group O Ethnography O Projective technique Case study