Planning Basic Field Observation

When I’m sent to a setting, be it a country I’ve never visited before, be it digging through someone’s cupboard, watching them plan their next vacation, or cooking dinner with a family I’ve never met, one of the first things I do is think through how I will make sense of the environment and how […]

You Are What You Brand

It sometimes seems lost on people, but consumers have begun to face an important problem: the increased uncertainty about various product attributes. This arises from various asymmetric information consumers have access to, regarding a specific product. Consumers tend to assess certain product attributes in a holistic manner rather than a case by case basis – […]