Posts tagged with "ethnography"

WHY 'HUNCHOVATION' NEEDS TO BE PART OF YOUR INNOVATION STRATEGY

Turning insights from ethnographic and qualitative research into actionable innovation opportunities can be a challenge for some companies and brands. This is understandable because the types of insights that qualitative and ethnographic research produce are largely based on interpretation – not hard facts. For some companies who are experiencing this approach for the first time, ...

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Lessons on Branding & Loyalty from the Popcorn Seller

How can a brand give something for free that is helpful to their consumers and also creates brand loyalty? Apple has recently shown that this is not easy when they dropped free copies of U2’s new album users’ folders only to provide a free download tool six days later that allowed users to throw the ...

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The Culture Consultant: The Importance of business anthropology – 1/2

 “Corporations live or die by their connection to culture”. This quote by the anthropologist and author Grant McCracken brings to the forefront the importance of culture within the business world. Culture can be described as the views held in common by a group that have a fundamental role in shaping how markets and brands are ...

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