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 […]

Retail IS Marketing

We’ve been hearing about the eminent death of brick and mortar retail for a very long time. And while the industry continues to be squeezed as more people shift their buying habits online, retail is far from dead. It does, however, need to evolve and think about how it can remain culturally relevant. A lot’s […]

Here comes Krampus

When I told a friend and colleague about Krampus a number of years ago, before the legendary creature had captured the hearts of the world, I received an earful about the damaging nature of such a myth. I learned that Krampus was, it turned out, as bad as violent video games, eating too much salt […]

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 […]

Cognition and Collective Awareness: Creating “Place” in Retail

Humans favor certain environments that satisfy survival needs. Through millions of years of evolution we are hardwired to seek out environments that signal an increases sense of comfort and  a higher probability of survival.  We seek out evidence of: Abundant resources Minimal threat from predators and aggressors Shelter from the outside world Much of this […]

Anthropology, Ethnography and Insights

Someone recently asked me,”When working with a retailer or brand, how do you conduct your research?” It’s a simple but extremely important question.  We do a mix of ethnographic field work, Proxemics studies, biological analysis and dramaturgical analysis, all of which sounds very technical and jargony. The point is to, well, make a point. Ethnography is […]

Shopping the Day After Christmas: Doing More Than Deals

It is the day after Christmas and my initial plans involved spending the day in beat up pants and slippers, indulging in a cigar and diving into my new Steven Pinker book.  Not a bad day.  But the operative word in all of this is “involved” – the past tense.  It turns out that while […]

Mobile Design and What the Numbers DON’T Tell Us

I, like so much of the Western Hemisphere, spent part of my weekend shopping for dolls, pajamas and the latest electronic gadget.  And like so many others, I turned to my mobile phone for support on more than one occasion.  I am far from unique in this regard.  What caught my eye was the number […]

Staging Retail

Shopping is usually thought of in terms of work – procuring goods, meeting needs, etc. Shopping is seen as a function first and something that serves emotional and social needs second. But as incomes have grown, not just in North America but across much of the globe, access to goods has exploded and free time […]