Ethnography Alone Cannot Generate Transformative Insights

January 6, 2017   |   by Chris Kalaboukis

Consumer anthropology offers such refreshing insights into the marketplace, re-humanizing the relationship between people, things and stores in very profound and moving ways. This movement also has helped stores get their noses out of spreadsheet and theories and keep their eye on the customer experience. Whether in-store or online, this ethnographic sensitivity has positively been ...