A quote from an interview with John F. Sherry by Paul Otto. Find the full interview here: https://www.epicpeople.org/john-f-sherry-jr/
“I think there’s one other challenge that goes along with this. Ethnography’s been kind of a methodological darling for the past decade. It came almost from out of nowhere, then through the hard work of some pioneer practitioners and academics it came into vogue at firms. But now we’re seeing the rise of analytics, big data, neuromarketing, netnography. So our ability to articulate our approach in light of these other kinds of emerging trends is going to be really important; we don’t want to be bumped out of the methodological toolkit as firms start running their clients and consumers through MRI machines.”
OUT OF THE BOX
Using out of the box qualitative methods to understand human behavior.
Yes this is a 2003 Fast Company article but we constantly need to be reminded that out of the box ideas can produce great results. Eleven years later these techniques are still OUT OF THE BOX ideas.
An interesting article from 2009 from the Jakarta Post about Anthropology.
“Anthropological approach and research is increasingly appealing to business as it helps answer academic questions about consumers and consumption and attempts to gain an understanding on how people use products and services. Major consumer product companies such as Procter & Gamble, Whirlpool, Volvo and Electrolux have utilized anthropological research in marketing to understand consumer behavior, segmenting out different social, ethnic or racial groups and marketing products specifically to these target markets. In business, anthropology is not just a useful marketing tool but it can help one understand the corporate culture of a business entity.” Read the article here
The banking world ignored Gillian Tett when she predicted the credit crisis two years before it happened.
A story of how a social anthropology, combined her academic background and her business to foresee the 2008 financial crisis. “I happen to think anthropology is a brilliant background for looking at finance,” she reasons. “Firstly, you’re trained to look at how societies or cultures operate holistically, so you look at how all the bits move together.”
The future of ethnography with Timothy de Waal Malefyt, PhD
I can’t see a better way to start this blog than with some tough love about the state of “Ethnographic” research in the MR business.