GETTING CONSUMER INSIGHTS AS A RESULT OF RESEARCH BY BUSINESS ANTHROPOLOGY

Jasna Vukovic

Abstract


Business professionals in marketing are always interested in knowing their consumers and also understanding their behavior and decision making. Both depends on many factors; consumers needs, expectations, wishes among others, but also on their life-styles, habits etc. That can't a lot of times be revealed only with asking questions about it, but it needs different research techniques.

Research by business anthropology uses advanced research methodologies and techniques, and analyses and interpretation of research data with connection of theory and practice. This enables getting insights into consumers characteristics, life-styles and their relations with products and services. And more; business anthropology with its research techniques enables getting insights into understanding of consumers subconsciousness, which influences their behavior, triggers and decision making not only at the time but also in the future.  The research by business anthropology and implementation of results into business practice is shown also in presenting some case studies.


References


Baba, M. L. 1986. Business and Industrial Anthropology: An overview. NAPA Bulletin No. 2. Washington, DS: NAPA.

Denny, Rita and Sunderland, Patricia (eds.): Handbook of anthropology in business. Routledge, 2016.

Jordan, A. T. 2003. Business Anthropology. Prospect Heights, Il: Waveland Press.

Ladner, Sam: Practical ethnography. A guide to doing ethnography in the privat sector. Routledge, 2016.

Moisander J. and Valtonen A. 2012. Interpretive marketing research: using ethnography in strategic market development. In Marketing management: a cultural perspective. L. Penaloza, N. Toulouse and L. M. Visconti, 246-260. London and New York: Routledge.

Prentice S. 2010. Intel's Genevieve Bell: An anthropologist at the cutting edge of technology and society: A Gartner Fellows Interview. Available at http://www.gartner.com/resources/174100/174167/intels_genevieve_bell_an_ant_174167.pdf

Stull, D. D. 2007. The ordinary matters: Making anthropology audible. In Doing anthropology in consumer research. Sunderland and Denny, 83-87.

Sunderland, Patricia and Denny, Rita: Doing anthropology in consumer research. Left coast press. 2007.

Tian, R. G.. 2010. The unique Contributions and the Unique Methodologies: A Concise Overview of the Applications of Business Anthropology. In International Journal of Business Anthropology (ed.) R.G. Tian, D. Zhou and A. H. Van Marrewijk, 70-88. Toronto – Miami – Seattle: North American Business Press.

Vukovič, J. 2011. (Le) poznamo, ali tudi razumemo potrošnike? In MM - Marketing Magazine (ed.) M. Novak, 36. Ljubljana.

de Waal Malefyt and Morais J.Robert: Advertising and anthropology. Ethnographic practice and cultural perspectives. Berg, 2012.


Refbacks

  • There are currently no refbacks.


............................................................................................................................................................................................................................

HOW DO YOU REGISTER and SUBMIT AN ARTICLE?

Registering and Logging in

Submitting an Article