We are What We Buy

The last six years I have been working on a book together with Jacob Östberg, professor in advertisement and PR at Stockholm Business school, Stockholm University. Unfortunately it is in Swedish. The title is “We are What We Buy. Consumer Culture is Here to Stay”. Dr Bob Deutsch, who is a cognitive anthropologist, founder and … Continued

“Don’t mention you’re an anthropologist”​

Ten years ago I founded my company Inculture, enthusiastic but still in doubt about the possibility to make a living as an anthropologist outside academia – especially without compromising anthropological theory and method and thus enter into ordinary market research, even if disguised! A professor in anthropology told me, I had better not to mention … Continued

Is the client capable of generating insights?

To end this year I’d like to publish an article from a good friend of mine, Siamack Salari. He describes a situation with a client that sometimes happen to me too. When the client wants to be part in the research phase but actually can’t make any interpretation of what they see. Read and enjoy: … Continued

New report about the Swedish modern family

Sweden is ranked t​he ​most individualistic and secular country and one of the most equal countries in the world. At the same time Swedes strives for consensus more than self-expressing. This affects of course how we look at family and relationship. Swedes are open minded and different kinds of family structures are not seen as … Continued

Cultural branding

Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish. You need to understand the consumer’s identity projects, their desires and anxieties in their everyday life, collectively constructing and maintaining their identities.Those … Continued


This year Inculture will start the project InfluencersLab. Influencers, or lead users, inspire other consumers; what lead users are thinking and doing today, other consumers will think and do tomorrow. Having insights into the world of influencers will enable a company to be one step ahead. The insights from the lab will be of anthropological … Continued


The ethnographic method may seem subjective and appear to be implemented at random,  but the method is composed of a number of rules and methodological tools. It is not only about going out and looking at people in a shopping mall. Nor is it about filming a number of people in their living rooms. Focus … Continued

Why anthropology?

It is notoriously difficult to ask consumers to imagine what is beyond their current experience. Anthropological observation, however, can highlight the need that hasn’t been able to speak its name. By anthropological method and theory it is possible to spot the white spaces when it comes to whatever behavior, need or brand. These white spaces … Continued

Future Conference

Next week I’ll go to Helsingborg and talk about the future at The Future Conference (#futureconf) together with among others Hampus Jakobsson och Teo Härén. Or, I’ll not speek about the future, I’ll speak about now. Because I think that it’s impossible to talk about the future without really understanding what’s going on right now.

I share therefore I am

A comparative cross-cultural ethnographic study has been carried out in Sweden, Finland and Scotland. The results from Scotland and Finland agree well with the results that Inculture has seen in Sweden based on nearly 10 years’ studies of young people and media behaviour. This shows that the evolution taking place is very similar in the … Continued