What things mean are constantly changing and evolving in culture. And that has significant implications for the language we use when...

Why are immune supplements dropping in sales? And what impact did COVID-19 have on the culture of immune supplements?

Why growth in supplements is less about self-care and more about proactive management of one's health and wellbeing.

Summary of our CEO Ujwal Arkalgud's conversation with Social Anthropologist, Gillian Tett.

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.

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 on decoding the evolving meanings around halloween in the midst of the pandemic.

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

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

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

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.

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

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...

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

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

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

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.

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.

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

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