Tomorrow I will speak at Flipa Summit Business Anthropology:
No more need to understand humans?
For the last couple of years we have heard companies state that they ”put the human being in center”, claiming that rather than being product oriented they now strive to be consumer oriented. To be fully true to a statement like that, you need deep knowledge and insights about human behavior and needs. You need to study how people live and perceive their everyday life – not just listen to what people say. You have to understand needs, not desires. But with consumer algorithms we see a new turn in market research and analysis. Instead of understanding why people behave in certain ways and make certain choices, companies use Big Data to transform humans to docile consumers. So what does that really mean for social sciences and for society at large?