Speaking to Business, Not Academics

Why do ethnographers find their work dismissed in many business settings?  Because we don’t always practice what we preach.  Once we land projects, we often fail to do an assessment of the most crucial cultural sample of all – the client. Vast numbers of pages, complex discussions of theoretical frameworks, and jargon-laden language are understood […]

Using Key Words to Build Better Insights

There is a essential link between the shared life of a society and the lexicon of the language spoken by it. Language is frequently understood by researchers in strings of utterances rather than individual lexical components.  There is, of course, nothing wrong with that, but it does limit how we analyze and interpret what people […]

Linguistic Determinism and Successful Marketing

The limits of my language mean the limits of my world.  Without a linguistic counterpart to a new-found action or object, we find ourselves searching for meaning in terms of categorization, semantics, and symbolic associations.  We are the words we have at our disposal and when we don’t have the word (or words) we languish. […]