Are Virtual Marketplaces Real? Does It Matter?

Over the past 20 years, give or take, virtual worlds have risen from the pages of science fiction and fantasy to a multi-billion-dollar industry that has slowly but surely become a large part of the lives of millions of people. Where they were once curiosities, they are now mainstays. Or at the very least, approaching […]

Deliberate Coffee

The form of the beverage we enjoy today originated in the 13th century and rapidly spread throughout the Middle East. Coffee growing was exclusive to Africa and the Arabian Peninsula until the 17th century, when European colonial powers began establishing plantations in Asia and the Americas. Coffee quickly became a craze among the Old World […]

Marketing Coffee’s Third Wave

Third wave coffee is arguably the most recent wave in coffee history. While the first wave made coffee ubiquitous across all nations, and second wave changed the way Americans consumed coffee, third wave has had just as dramatic of an impact. Third wave coffee can be boiled down to one central feature: the coffee itself. […]

Building Craft Beer Bands When “Craft” Is A Thing Of Mystery

There’s a story that’s often being sold to beer drinkers. On the one hand, you’ve got 800 pound gorillas: the faceless corporate giants who mass-produce tasteless, watery beer by stuffing it with corn and rice and other things that make purists cringe. On the other hand, there’s the artisan: the little guys with an undying commitment to quality and […]

Is the Local Food Movement Over? Hardly

Since the organic food movement took off decades ago, a growing group of conscientious consumers have shown themselves to be interested in the quality and nutritional value of the food they put into their bodies. Over time, this movement has evolved to include greater questions of environmental impact, local economic development, etc. Local food sales […]

Food is Storytelling: Easter Ham, Culture, and Marketing

On Easter Sunday you’re most likely to see lamb on the menu in most of the world, at least where Easter is celebrated. That is, everywhere but the North America and Northern Europe. Lamb never experienced the level of popularity in America that it sees elsewhere, and so it is that ham is the central […]

Coffee: When Simple Things Change Everything

I, like many people, start my day with a steaming cup of coffee. When I was younger the process of waking up began with a book, the newspaper, or occasionally a pad of paper as I reflected on something that felt meaningful at the time. Today, my coffee is taken with a shot of news […]

A Different Approach to Focus Groups

When something becomes a running joke on every sitcom since the 80s, you know it’s been overdone. The traditional focus groups is overdone. But I don’t think the focus group, or something akin to it more precisely, is dead. It’s an imperfect methodology but it has its place and it can be done well – if […]

Moderating vs. Learning

Let me state that I am not a moderator. At least, not a traditional one. I am an ethnographer, an anthropologist, and a strategist. And while both moderators and ethnographers speak to people, they are not the same thing. This isn’t just a matter of semantic difference, it is at the heart of how practitioners execute their […]

Reveling in BBQ: Dining Out and Ritual

I am in smoked meat paradise this week. Kansas City is perhaps the focal point of this marvelous cuisine – whether you’re a fan of Carolina or Texas styles, KC is a defining setting in the near-religious sects that defined American BBQ. There are places where it is served by waiters in white jackets and […]