anthrostrategist: Taking Clients Along for the Ride
In the last few years, ethnography has shifted from a novel and often misunderstood methodology to a do-it-or-die necessity in many marketers’ and product designers’ tool kits. The idea of ethnography...
View Articleanthrostrategist: Semiotics and Brand Development
A brand is more than one iconic symbol, it’s a system of interconnected images, actions and signs that create a response in your consumers. While it is often put down to something as simple as logo...
View Articleanthrostrategist: Liminality and Shopping
You will not find the term “liminality” in many dictionaries. For instance, at last check it is not in the Second Edition of the Oxford English Dictionary. The Oxford English Dictionary does, however,...
View Articleanthrostrategist: Anthropology and Usability: Getting Dirty
There are significant methodological and philosophical differences between ethnographic processes and laboratory-based processes in the product development cycle. All too frequently, proponents of...
View Articleanthrostrategist: Context and the Changing Mobile Landscape
Marketers increasingly think about consumers in complex ways. It is understood that in a changing digital landscape, the context in which they learn and shop influences what messages we deliver and...
View Articleanthrostrategist: Defining Context
Planners, researchers and marketers increasingly think about consumer in complex ways. We understand that in a changing digital landscape, where people are dialed in 27/7, the context in which they...
View Articleanthrostrategist: Divorce
Package it, slap a label on it and sell it for $4.99 a pound. It’s as simple as that when you’re selling groceries, right? Hardly. Food, meat in particular, is tied to cultural sensibilities about...
View Articleanthrostrategist: Metaphor and Design
“Metaphor is for most people device of the poetic imagination and the rhetorical flourish–a matter of extraordinary rather than ordinary language. Moreover, metaphor is typically viewed as...
View Articleanthrostrategist: Objectifying Objectivity
“Science is a social phenomenon…It progresses by hunch, vision, and intuition. Much of its change through time is not a closer approach to absolute truth, but the alteration of cultural contexts that...
View Articleanthrostrategist: Storytelling, Presenting and Getting Past the Stick in Your...
The other day I was thinking about how to present findings to a client about what was, frankly, a seemingly dry subject. Numerous stakeholders would be involved and would range from the CMO down to...
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