Sailaja N. Joshi

What are YOU doing here?

In Uncategorized on March 9, 2010 at 7:51 pm

I believe that if a company is going to be truly successful, they must first and foremost REALLY understand their consumer. That understanding does not come through focus groups or market intercepts. It does not come through product testing or self-administered questionnaires. These are all merely tools used to understand consumers, but they are not the key.

They key, my friends in Anthropology. Human beings are complex (understatement of the century), and their complexities are only amplified by our modern materialistic tendencies. Anthropology provides us naked and raw understanding of human behavior, innate attitudes and needs. Through this understanding of cultures and societies, business can develop products that above all else, fit the need of the consumer.

And so, I believe that the time has come to bring Anthropology into the glitz and glamor of marketing research. This blog takes a look at some of the issues today in the business world and demonstrates that with a little bit of anthropological perspective, things can change for the better.

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