The bivocal approach is a systematic research and strategy framework that leverages marketing professionals’ and social scientists’ unique perspectives in order to develop brand, consumer and cultural insights relevant to the business challenge. Thus allowing all voices to be heard equally and...
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...
Marketers represent a particularly significant class of colleagues that corporate ethnographers must engage with, with a central role both in commissioning fieldwork and converting its findings into marketplace offerings. This paper explores the interaction between the two functions, asking, “What...