The New Science of Marketing Ethnography

Product designers, ad agencies, and marketing executives are aggressively turning to anthropology, a previously untapped field of science, for insights into reaching and satisfying customers. What are the implications and opportunities? We’ll show you.

Since the first human beings traded goods in ancient times, the holy grail of business has been to know what the customer wants. No other goal in business has occupied more brains, exhausted more resources, or confounded more leaders.

The most recent t.....