The most common output of my work are “Insights.” Yes, capitalized, because that is usually the title of the report or slide deck or presentation or whatever it is that I am producing for a client. I usually do ethnography (“ethnography lite” to real anthropologists or just “ethnographies” to most regular folks in the know).… Continue reading The “insights” process is not mystical, but it is creative
Tag: ethnography
Market segments slice us up: why I care little about your age, race, sex
I hate market segmentation. At best, it’s boring. At worst, it’s misleading. I don’t trust it. I especially hate using market segments for small studies. How much do you really have in common with someone just because they are your same age and race? And why should I care? I’m not talking about cultural identity,… Continue reading Market segments slice us up: why I care little about your age, race, sex
Making Culture Through Experiments – Notes on Culturematic
I just read Grant McCracken’s new book Culturematic. (Finally, an anthropologist who writes like a human!) Here are some notes, not a review, just notes to help me keep track of ideas. – A culturematic is a little machine for making culture. It is designed to test the world, discover meaning, and unleash value (p.3)… Continue reading Making Culture Through Experiments – Notes on Culturematic