Advancing the Value of Ethnography

Tag: behavior change

Move Me: On Stories, Rituals, and Building Brand Communities

Move Me: On Stories, Rituals, and Building Brand Communities

  This paper takes on the challenge of understanding behaviour change through the lens of anthropology. In the field of market research, the goal is to find the leverage points of emotional connection that will inspire a desired behaviour. But traditional approaches to research have relied on...

Everything is Made up and the Points Don’t Matter

Everything is Made up and the Points Don’t Matter

As children, we view the world as fixed. In the US, kids learn that red means stop, Columbus had three ships, and the police are there to protect us. We learn culture as immobile and that we have a place in that culture, and this place is reiterated continually by our socioeconomic situation and...