Cultural Meanings and Breakfast

It is a frigid, snowy morning. I have a loaf of bread baking in the oven, a jar of blackberry preserves at the ready, and several slices of ham waiting to go into a pan. The dog is curled up at my feet while my wife and daughters are still in bed, though I’m certain […]

Yellowstone’s Wolves and Reintroducing a Brand

Two decades ago, Yellowstone National Park was suffering. It was the victim of defoliation, erosion, and an unbalanced ecosystem. But in 1995, everything changed. That was the year wolves were reintroduced to the park. Prior to the return of wolves, deer, elk, and bison populations had increased substantially, resulting in overgrazing, particularly of willows and […]

In the Age of Emotion

When historians look back on the early years of the 21stcentury they will note a paradigm shift from the closing years of the Information Age to the dawning of a new age, The Age of Emotion.  Now, there are those that would argue that in a period defined by prolonged economic ennui ROI is the […]

Simple Steps in Journey Maps

A customer journey map is a very simple idea: a diagram that illustrates the steps your customers go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination. It’s nothing new, we’ve all done them or been involved in their development. But what […]

Innovation Is Creative Thinking With Purpose

Innovation is creativity with a purpose. It is the creation and use of knowledge with intent. It is not only creating new ideas but creating with a specific intention and with plans to take those ideas and make something that will find purpose the world. Innovation is ideas in action, not the ideas themselves. Innovation […]

From Personas to Stories: Creating Better Tools for Design and Marketing

Design ethnography takes the position than human behavior and the ways in which people construct meaning of their lives are contextually mitigated, highly variable and culturally specific. on the central premise of ethnography is that it assumes that we must first discover what people actually do and why they do it before we can assign […]

Co-Creation and Managing What Matters

Co-creation has become a central theme for brands and innovators over the last decade, and rightfully so. The idea of collaboration in a postmodern world where information and opinions reach millions in the blink of an eye is a necessity. But what do we mean when we talk about co-creation and is it the panacea […]

Why Training Matters for Good Ethnography

Ethnography is a powerful tool, but it’s being so watered down as to become nearly meaningless in many cases. What ethnographers do, or should do, is uncover meaning and complexity. There is, frankly, a lot of crap being produced by so-called ethnographers. Being able to conduct a good interview does not make a person an […]

Adding Value to Social Media Monitoring: More Than A Word Search Game

It is difficult to get an accurate reading on how commonly a word is used in a given society. In fact, the task of measuring word frequency fully objectively is inherently impossible. The results will always be affected by the size of the corpus and the choice of the texts entered in it. On a […]

Loyalty, Consumption and Religious Experience

Loyalty is the focal point of many, if not most, brands. Understandably, getting repeat customers who will also serve as advocates is a smart move in a world where, due to the ease of online transactions, volume simply isn’t enough. But is loyalty enough or should we strive for something more? Should we strive for […]