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Doing Anthropology in Consumer Research
Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in ...more
Paperback, 368 pages
Published September 15th 2009 by Left Coast Press
(first published November 30th 2007)
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I read this for Designing for Culture and Internationalization at Middlebury Institute of International Studies. Interesting case studies of applied anthropology, but not particularly helpful for someone who wants to know how to apply anthropological methods to learning about users/customers but isn't in a position to hire an anthropologist consultant.
Nov 26, 2010 Nathanael Coyne rated it really liked it
Recommended to Nathanael by: Ash Donaldson
A good guide to conducting ethnography or "doing anthropology" in consumer research that is critical of sub-standard techniques but justifiably so. Just a warning that you may feel "told off" if you've previously mistakenly called research techniques "ethnography" that wasn't, such as simply videoing some people. Not great as a reference book but can flip through it for ideas and inspiration.
“Yes, it is true that one generally needs to speak to the members of the key audience for a product or service. But as we are not trying to plumb an individual psyche for psychological motivation, but are rather trying to elucidate the relevant symbolic cultural meanings and practices, information garnered from those who do not like something is also relevant to understanding the cultural picture. In fact, contestation between points of view and meanings is a crucial aspect of the social dynamic. These nodal points of disagreement and different points of view can be precisely the most intriguing domains of cultural movement and thus new opportunities.”More quotes…