Businesses that are to survive in the future must understand the lifestyles of their consumers and be present in their everyday lives. It’s time to keep your ear to the ground – this means you have to devote attention to watch and listen to your consumers. The extensive shift in the consumer-led economy is only in its infancy. … Continued
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
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
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
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
Inculture is involved in a multicultural study to provide both Swedish (in Finland) and Gaelic media and language policy-makers meaningful information on the media habits and digital communication habits of young bi-lingual Scottish Gaelic speakers and Swedish speakers in Finland and their families. The broadcaster and the language planning agency (and others, especially academia) together … Continued
This week it’s time to present a throughly anthropological study focusing on the use and meaning of the brand Björn Borg AB. By getting closer to the consumer we can tell what the brand Björn Borg is, what it means, who the users are and why, what trends are important to deal with… Identity brands … Continued
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