Dwelling on Yogurt

Happy accidents have defined much of the human experience. The wheel, the discovery of metallurgy, the idea of fermenting olives (essentially little, bitter stones until cracked and left to cure). The development of the culinary experience in particular is riddled with these accidents and moments of inspiration. Yogurt is one such  archetypal food. While some […]

The Rise of eSports

Since the advent and growth of eSports giants like Dota 2 and League of Legends, the gaming community has called for mainstream recognition regarding legitimacy. Take Colin Cowherd’s 2015 rant against esports for example. There are undeniable similarities between professional gaming and conventional sports, but the arguments have generally been ineffective in dispelling traditional beliefs […]

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 influence it. Facts are not pure information; culture also influences what we see and how we see it. Theories are not inexorable deductions […]

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 […]

Insight vs. Absurdity

Facts and insights are not the same thing and yet that is precisely what a great deal of market research seems to present. Insight is the understanding of a specific cause and effect in a specific context.  Insight is the act or result of understanding the inner nature of things, or what was in Greek […]

Metaphor as a Design Tool

“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 characteristic of language alone, a matter of words rather than thought or action. For this reason, most people think they can get along perfectly well without metaphor. We […]

ROI and What Ethnography Brings to the Retail Table.

I had an interesting conversation with the CMO of a large retailer the other day – at the time I didn’t know that he was the CMO, but I did know he was skeptical about what it is that ethnographers bring to growing the bottom line.  So when he asked, “How does your work help […]