Ethnography

How we think

The structure of language mirrors the structure of the world.

- Ludwig Wittgenstein

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Ethnography
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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.

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.

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.

Ujwal Arkalgud

3 min

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

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

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.

Jason Partridge

7 min

Changing Buying Behavior: How Big Data Ethnography reveals both conscious and unconscious cues.

Ai Anthropology is revealing things consumers don't even know about themselves. And it's driving better innovation.

Jason Partridge

4 min

AI Anthropologist for JTBD: How organizations leverage MotivBase Needs

Understanding the potential impact of changing a product is one of the key business problems our PhD Social Scientists are asked to solve us

Ujwal Arkalgud

6 min

Insight and innovation pros: Why big data ethnography research is critical to your front-end

There’s no other methodology that enables the identification symbolic capital (an intangible resource that grants one power, prestige, privi

Ujwal Arkalgud

3 min

Consumer-led vs. industry-led innovation. Are you building solutions that no one wants?

Most companies are industry-led. They define their businesses according to internal or industry created terms, definitions and constructs.

Jason Partridge

4 min

Crisitunity: How some innovation and research teams are responding to the Coronavirus Outbreak.

Innovation and R&D teams are having to rethink how they are going to maintain their research efforts, access the insights they require.

Ujwal Arkalgud

2 min

Using AI to decode human motivation on-demand.

MotivBase's AI uses a massive library of ethnographic factors, made up of thousands of motivations, fears, values and attitudes, to decode..

Ujwal Arkalgud

2 min

Technical innovation with MotivBase: Pin point opportunities through a consumer-led lens.

If you think consumers aren't talking about specific technical solutions in the context of your business, then you are missing out...

Ujwal Arkalgud

2 min

Packaging and brand innovation with MotivBase: How to speak the consumer's language

MotivBase enabled the identification of natural spaces of demand for packaging and brand innovation by studying meanings rather than words.

Jason Partridge

3 min

Changing Expectations: How the crisis is creating new norms and knowledge within your customer base.

Every business is worried about the long-term impact of this pandemic on their consumer. Yet, they’re mostly reliant on research that is ...

Jason Partridge

3 min

A consumer-led perspective on carbon emission labeling in fashion.

Anyone who follows fashion knows that there has been an increase in scrutiny when it comes to our wardrobe’s carbon impact on the environ...

Ujwal Arkalgud

3 min

The Science of Meaning: The Role of Cultural Anthropology in Innovation

Techniques like human-centered design do a great job of getting to shared habits and rituals but struggle to understand shared meanings.

Ujwal Arkalgud

5 min

Falling for the millennial myth: Are you accidentally skewing your research to be less diverse?

How a common practice of understanding consumers and building products inadvertently biases the organization away from diversity.

Ujwal Arkalgud

4 min

Revealing the secrets of symbolic capital

Symbolic or social capital is what drives consumer decisions, not logic or demographics. In this post, we explore how technology enables...

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