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Here’s a little ditty from the Palo Alto Research Center that speaks to where and how those trained in anthropology fit into the world of developing Consumer Insight beyond ‘market research’…

“To stay ahead in today’s rapidly evolving, saturated marketplace, companies must engage in strategic innovation. Ethnography – which is based on the systematic observation and analysis of people within their natural environments – catalyzes corporate innovation efforts. It helps companies better identify and address market opportunities, anticipate emerging trends, deliver superior products to customers, and create new businesses while minimizing risk.”

The blurb speaks to PARC’s work on a mobile gig they did for Dai Nippon Printing Ltd. There’s more info on their ‘in situ’ research approach (something still quite foreign to many north of the 49th) at http://www.parc.com/ethnography.

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