Why Methodology and Theory Matter for Marketing

Some years ago I had someone interject into a conversation that the work we had done was “just a theory.”  I decided to ask just what the word “theory” meant to him and the response was hardly a surprise – a theory is an idea, plain and simple. It is subjective, a novel thought based on […]

Art as a Research Method

Research is not as objective as many of us would like to believe. We construct complex statistical models, fret over leading questions, and sometimes cloak ourselves in the complexities of science mystery. But in doing so we sometimes miss the bigger point – we’re here to discover, innovate, and find insights that inspire people.  Good […]

ROI and the Intersection of Exploration

When chemists at Oregon State University discovered a brilliant new blue pigment serendipitously, they were not thinking about creating art. But in a true art meets science moment, an applied visual arts major began using the blue pigments in her artwork as part of an internship in Subramanian’s laboratory. This was also her first foray into the […]

AI, Advertising, and Culture

In an ever-increasingly connected world, artificial intelligence is beginning to find its way into every aspect of our lives. We are “on” 24/7and we rely more and more on our  devices, particularly our mobile devices, to help us make decisions. That rapid increase in computing power has done more than help the user. It has […]

Shades of Blue: Marrying Art and Science

When chemists at Oregon State University discovered a brilliant new blue pigment serendipitously, they were not thinking about creating art. But in a true art meets science moment, an applied visual arts major bean using the blue pigments in her artwork as part of an internship in Subramanian’s laboratory. This was also her first foray into the world […]

Art, Science, and Blurred Lines

Research is not as “objective” as many of its practitioners, and buyers, would like to believe. Certainly this holds true in terms of market research. We construct complex statistical models, fret over the dreaded “leading question” and cloak ourselves in the guise of science, but in doing so we sometimes miss the bigger point – […]

When Art Kissed Science

Research is not as “objective” as many of its practitioners, and buyers, would like to believe. Certainly this holds true in terms of market research.  We construct complex statistical models, fret over the dreaded “leading question” and cloak ourselves in the guise of science, but in doing so we sometimes miss the bigger point – […]

Thoughts on the Nature of Narrative

The stories we tell are what most often gain buy-in from our clients.  We convey moments and those moments illustrate the bigger themes and analytical complexities of of our fieldwork. For people not in love with anthropological text, narrative brings ideas to life and helps produce action.  But is narrative just another $10 word or […]