Defining Context

Planners, researchers and marketers increasingly think about consumer in complex ways. We understand that in a changing digital landscape, where people are dialed in 27/7, the context in which they learn and shop is incredibly important and influences what messages we deliver and how we deliver them.  So increasingly, we are thinking about what situations […]

Getting Over Ourselves: Make research meaningful

The other day I was privy to a discussion by a researcher who was decidedly upset about having to “dumb down” the research report he had completed. The client was impressed by the depth of the work, but equally frustrated with the seemingly academic depth of the language of the report and the use of […]

Doing Away With Disciplines?

When it comes to explaining what business ethnographers do the first hurdle we often face entails adequately describing the disciplinary substance of anthropological and sociological practice to business professionals not necessarily versed in any aspects of social science. Ethnography is a buzz word in most business circles, but it is more than that to those […]

Anecdotes vs. Insights: Analysis Matters

Why does a world-class chef eat Spam? Why does a man in his late twenties, making over half a million dollars a year, choose to be “poor” on the weekends? And most important, why does it matter to a business? It is important, quite simply, because understanding the deep, resounding issues, practices, and beliefs of […]