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 […]

Snacks, Time, and Sex

We have to eat; we like to eat; eating makes us feel good; eating nourishes our bodies and souls; it is more important than sex. It is also a profoundly social urge. Food is almost always shared; people eat together; mealtimes are events when the whole family or settlement or village comes together. Food is […]

Technicolor Malt Liquor and All-Night Fieldwork

In its original formulation, Sparks was one of the first alcoholic beverages to contain caffeine. Its other original active ingredients included taurine, ginseng, and guarana, the backbone ingredients of traditional energy drinks. It also contained 6% alcohol. Packaged in a can that looked like a AAA battery, its labeling boldly and loudly stated all of […]

Translating culture and opening markets

Success translates well into narrative. Who hasn’t heard those wonderful stories of marketing campaigns gone astray when introduced into a global setting? Remember when Puffs tissue started marketing their tissues in Germany and it didn’t do so well because “Puff” means “brothel” in German?  Or when Bacardi launched a fruit drink named Pavian in France […]

Bricks, Clicks and the “New” Retail Paradigm

Since the emergence of internet shopping, companies have tended to structure their way of thinking about shopping channels in silos that reflect their operations. Shopping behavior is segmented according to the channel and the shopper is relegated to a specific trajectory. Shopping is usually thought of in terms of work – procuring goods, meeting needs, […]

More Truth in Advertising

There is a strong belief out there that the interruption-disruption model in advertising is dying out, thanks to shifting consumer trends in behavior and technology. Because shoppers and consumers are increasingly in control of their media content they can and do simply skip those ads they don’t want to see. Social media has further altered […]

I Am Robot: Mobile Technology and the Sales Rep

Mobile has become an integral part of the shopping experience. There are even some opinion pieces that propose retail “reps” as we know them will soon become obsolete, as information (often more accurate than that provided by the rep) is more quickly gathered by use of smart phones. The rep, in theory, is headed for […]

Loyalty and the Global Stage

Loyalty is a very tricky thing to define. Traditionally it is understood as a faithfulness or a devotion to a person, country, cause, group, or brand.  It is anything to which one’s heart can become attached or devoted.  That goes well beyond the transactional elements of a retailer and touches ideas of identity, obsession and […]

Gender and Shopping: The Hunter-Gatherer Myth

Hunter-gatherer societies are always a go-to topic of discussion when talking about gender and shopping. And there is some value in addressing it, considering for all our technology and complexity, we still have thousands of years of process in place that dictate, to some degree, how we navigate the world. In “simple societies” gathering edible […]

Function and Symbolism: Going Beyond the Obvious Message

To the credit of marketing, advertising, and research people the days of talking about the consumer as the sole focus of shopping activity are essentially gone. We recognize that the shopper and the consumer are not always the same. Indeed, it is often the case that they are not. The focus has shifted to the […]