This paper analyses three practical user research and analysis projects completed with fast-moving consumer goods (FMCG) partners, investigating how video ethnographic user research techniques can be integrated into the design process. The research projects described were planned and carried out with the aim to introduce a more holistic approach to consumer needs. In addition, the paper explores the benefit to communication of user needs and enabling effective dialogue during the design process between design, marketing and senior-level decision makers. A further interest in the use of framework and narrative structure was to place user needs at the heart of the design process. Throughout the research the utilisation of these frameworks were expanded to include further relevant stakeholders and groups in the design, manufacture and supply process. A further aim was to facilitate the role of the designer as a user researcher who is able to identify interactions and user strategies within the home and translate these into design proposals as part of a seamless creative process.