Ethnography

How we think

The structure of language mirrors the structure of the world.

- Ludwig Wittgenstein

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4 min

The difference between what people say and what they mean.

It's important to make a distinction between what people say and what they mean by what they say. The Anthro-Lens allows us to do this.

Sustainable packaging (for beverages) is not just about the environment.

Ujwal Arkalgud

3 min

Sustainable packaging (for beverages) is not just about the environment.

The most dominant set of meanings that consumers associate with sustainable packaging is one of quality ingredients and quality products.

Ferrara and MotivBase: Case Study presented at Quirks Virtual Event

Ujwal Arkalgud

1 min

Ferrara and MotivBase: Case Study presented at Quirks Virtual Event

Ferrara and MotivBase: Case Study on decoding the evolving meanings around halloween in the midst of the pandemic.

Ujwal Arkalgud

1 min

Report: Integrity in personal care

An ethnographic analysis of what integrity means in personal care to consumers in the United States.

How we differ from other data science and trend prediction providers

Ujwal Arkalgud

2 min

How we differ from other data science and trend prediction providers

How an Anthropological approach to decode meaning differs from a data science or mentions based approach to trend analysis and prediction.

Relativism vs. Realism: Why things aren't as they seem

Ujwal Arkalgud

2 min

Relativism vs. Realism: Why things aren't as they seem

We live in a world of linguistic relativism, not realism. Nothing has meaning in and of itself. Everything has meaning in a context...

Ujwal Arkalgud

4 min

What are implicit meanings?

What specifically is meaning? It refers to the words we use when we are trying to explain or make sense of something in the world around us.

What conditions must be met for an innovation to succeed?

Ujwal Arkalgud

3 min

What conditions must be met for an innovation to succeed?

The field of phenomenology [the study of structures of experience and consciousness] distinguishes itself from the field of psychology by as

Back to the Future. Why innovation teams need to get back to business, before it’s too late.

Jason Partridge

3 min

Back to the Future. Why innovation teams need to get back to business, before it’s too late.

Ok. We made it. 2020 is in the rear view mirror. And sure. It wasn’t easy for some of our clients. Many innovation and insight teams had...

Ujwal Arkalgud

2 min

Solving for perception problems related to your brand or product

A lot of us work on brands or products that are completely or partially misunderstood in culture. Of course figuring out that something...

Ujwal Arkalgud

2 min

Are we in a permanent identity crisis?

The philosopher and social scientist Max Weber made a stark judgment of American culture almost a hundred years ago. He noted that unlike...

The intangible currency shaping the future of your business

Ujwal Arkalgud

1 min

The intangible currency shaping the future of your business

Symbolic capital or social capital shapes the decisions we make as human beings every single day. This post will decode symbolic capital...

Ujwal Arkalgud

4 min

Is fake news really that fake?

Is fake news really that fake? If you examine our idea of what constitutes truth, you'll quickly realize that fake news isn't all that fake.

Why it's important to study meaning rather than people.

Ujwal Arkalgud

4 min

Why it's important to study meaning rather than people.

It's time to ditch that target consumer "persona". Imagine a world where 'the brief' for a brand doesn't consist of a target audience - i.e.

Make your CINO look like a rockstar: Using an AI anthropologist to educate your senior executives.

Jason Partridge

5 min

Make your CINO look like a rockstar: Using an AI anthropologist to educate your senior executives.

A series on the different types of Chief Innovation Officers and how AI Anthroplogy can make them look like rock stars.

Human vs. Machine: What most anthropologists and ethnographers don’t want to hear.

Ujwal Arkalgud

4 min

Human vs. Machine: What most anthropologists and ethnographers don’t want to hear.

Artificial Intelligence can help reduce the researcher bias in ethnography and make ethnographic analysis more reflexive.

The Zone of Innovation: Finding the best time for large organizations to bring a solution to market.

Ujwal Arkalgud

3 min

The Zone of Innovation: Finding the best time for large organizations to bring a solution to market.

Dear Researchers: If you want to make a difference, stop betting on cultural homogenization

Ujwal Arkalgud

3 min

Dear Researchers: If you want to make a difference, stop betting on cultural homogenization

If you want to truly embrace diversity, then you need to think about re-examining commonly used approaches to research and insight gathering

Rethinking Futures Work and Scenario planning with a Consumer-led approach.

Ujwal Arkalgud

4 min

Rethinking Futures Work and Scenario planning with a Consumer-led approach.

Studying the future doesn't need to involve the creation of made up future states. This article is about studying consumer-led futures.

Ujwal Arkalgud

2 min

Learn to think like an anthropologist

Microcultures, our upcoming book, is about innovation. More specifically, it’s about a proven framework to help you think anthropologically.

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