Anthropology makes it possible to approach many things that traditional customer studies and marketing campaigns cannot reach. Anthropological approach brings the understanding of the customers to a new level and brings forth the underlying motives in customer behaviour.
Genbu’s The Human Aspect of Business -method combines human centered information to a broader context. Our method centrally includes the application of anthropology. Anthropology looks at human behaviour as a part of the society and examines it from a multitude of viewpoints, thus providing important information about human activity.
Many of our customers tend to think of documentaries by National Geographic or distant cultures and field work in exotic lands when we talk of anthropology. While those are a part of anthropology, it is also a lot of other things. For example, an anthropologist’s view on the study of our own Western world provides surprising answers to current phenomena and for understanding human behaviour.
Anthropology also makes use of ethnographic research. It generates profound information and understanding of the subject matter. Ethnography explains human action, habits and conceptions. Information is gathered through stepping into the center of things and participating in the everyday life of the study subjects. Ethnography is an excellent tool for surveying customer experience, developing customer focused service and conducting qualitative market research.
Anthropological knowledge does not come from questionnares, archives or polls. Information is gathered on the basic level, by listening to real people and observing actual situations. This way a deep understanding of the subject matter is achieved and real information of people’s experience is acquired. As society gently shifts from a service-based society to an experience-based society, companies have to contemplate on their customers’ needs and invest upon the customer experience. Understanding the customer and their behaviour is vital.
As a field of science anthropology is applicable everywhere where there are people and their conceptions, customs and habits. Anthropological approach brings the understanding of customers to a new level and brings forth the underlying motives in customer behaviour. Anthropology makes it possible to approach many things that traditional customer studies and marketing campaigns cannot reach. If you are planning a new strategy, conquering new markets or building your customer experience, it is time to contact Genbu and be a step ahead of the competition.
1. Customer need survey
2. New market research
3. Product & service development
4. Improving customer consciousness
5. Organizational process development
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