In this episode, we sit down with Robert Morais to explore the world of Business Anthropology and how you can break into this unique field. We dive into what business anthropology is, its growing relevance in today’s business landscape, and practical tips on how to start a career in it.
We also delve into the growing role of Artificial Intelligence in business and how it can serve as a powerful tool for generating fresh ideas, perspectives, and even questions you may not have considered before.
Additionally, Robert shares insights on the importance of connecting with individuals currently working in the field you're interested in. While learning from someone with decades of experience is invaluable, talking to peers and those actively engaged in the field today can offer even more practical and up-to-date knowledge.
Tune in to hear about the intersection of anthropology, business, and AI, and gain a deeper understanding of how these elements can shape your career and approach to innovation.
CONNECT WITH ROBERT
LinkedIn: Robert J. Morais
RECOMMENDED RESOURCES
Advertising and Anthropology: Ethnographic Practice and Cultural Perspectives
The Language of Branding: Theory, Strategies, and Tactics
Ethics in the Anthropology of Business: Explorations in Theory, Practice, and Pedagogy
Refocusing Focus Groups: A Practical Guide
Inspiring Brand Positings with Mixed Qualitative Methods
Toward a Pedagogy for Consumer Anthropology: Method, Theory, Marketing
Business Anthropology: The Basics by Timothy de Waal Malefyt
Business Anthropology by Ann T. Jordan
Handbook of Anthropology in Business by Rita Denny & Patricia Sunderland
Doing Anthropology in Consumer Research by Rita Denny & Patricia Sunderland
Grant McCraken / Culture by Commotion
EmTech Anthropology Edited by Matt Artz & Lora Koycheva
Journal of Business Anthropology
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Ethnography - Studying people's everyday lives, practices, and experiences to understand how culture shapes behavior.
Consumer anthropology - Applying anthropological theories and methods to understand consumers, purchasing behavior, and relationships with products and brands.
Marketing anthropology - Using anthropological insights to inform marketing research, brand strategy, and communication.
Applied anthropology - Applying anthropological knowledge and research methods to practical problems outside traditional academic settings.
Qualitative research - Exploring people's experiences, interpretations, motivations, and social contexts using methods such as interviews and observation.
Quantitative research - Using numerical data to identify patterns, measure relationships, and examine consumer or organizational behavior.
Mixed-methods research - Combining qualitative and quantitative approaches to develop a more comprehensive understanding of a research problem.
Participant observation - Observing and engaging with people in their everyday settings to understand their practices and interactions.
Interview-guide design - Preparing questions and discussion areas to guide interviews while leaving room for unexpected insights.
Ethnographic research design - Developing research questions and plans for studying people, practices, and cultural contexts.
Market research - Collecting and analyzing information about consumers, markets, products, and competitors to inform business decisions.
Consumer insights research - Investigating consumers' needs, motivations, habits, and perceptions to help organizations make better decisions.
User experience (UX) research - Studying how people interact with products, services, and systems to improve their usability and overall experience.
Organizational anthropology - Applying anthropological perspectives to workplace culture, organizational behavior, collaboration, and institutional practices.
Corporate anthropology - Applying anthropological methods within corporations to understand organizational culture, employees, customers, and business challenges.
Design thinking - A problem-solving approach that uses an understanding of people's needs to develop and improve products, services, and experiences.
Survey design - Developing structured questions to collect information from participants and investigate specific research questions.
Maximum difference scaling (MaxDiff) - A quantitative research technique that asks participants to identify the most and least preferred items in a set.
Factor analysis - A statistical technique used to identify underlying patterns among related variables. ● Discourse and cultural analysis - Examining language, symbols, meanings, and shared assumptions to understand how people interpret the world.
Cultural comparison - Comparing practices and meanings across social settings to understand how cultural differences influence behavior.
Generative AI in research - Using AI tools to develop questions, explore alternative perspectives, improve research planning, and generate ideas while critically evaluating the output.
AI-assisted research design - Using AI to identify additional questions or topics that may otherwise be overlooked when preparing interview or ethnography guides.
Cultural analysis in branding - Examining how brands, products, and messages acquire meaning within specific cultural contexts.
Sustainability research in business - Investigating how business practices, products, and design decisions affect people and the environment.