What is anthropology? And how can we apply it to business?
Anthropology, in short, is the study of human beings, human societies, and cultures, along with their behaviors and development, it is what makes us human, and the science of human beings.
Ethnography, is the signature methodology of anthropologists and it is a form of qualitative research. It is used for data collection and descriptive study. It can examine the way your employees, customers, and stakeholders interact with your company, product(s), and service(s).
As an anthropologist and a former entrepreneur, I use ethnography for business, to understand the changes that take place around us. We are trained to use open-ended interviews, have intense conversations, and face-to-face observations. We listen with an open mind, we study context, and above all, we note down what people do not say, as much as what they do say.
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What makes us different from other consultants?
Our approach is deeply human. We have the ability to be intuitive, recognize patterns, construct ideas that have emotional meanings. We immerse ourselves in the everyday lives and contexts of the people we study. We use their space from homes and workplace to observe, interact and participate in their activities. It enables us to get in their minds and observe their habits and behaviors at hand.
Anthropological thinking is characterized by its holistic nature, as it encourages the exploration of multiple perspectives.
My approach begins with a series of questions aimed at gaining a comprehensive understanding of the client's challenge(s). Subsequently, I turn the challenge(s) into a single overarching question, which serves as the foundation for my research.
Research is used to see how to better shape the future. I ask bold questions to understand the people we are addressing, their needs, and their context. I build deep empathy with the people I am working with and I am trained to always start from a place of not knowing the answer to the problem I am looking to solve. Problems are then seen as opportunities for innovative solutions.
My final approach is interpretation. It involves carefully examining the generated notes and deriving meaningful insights from them. This critical phase allows for the transformation of gathered information into strategic solutions. Together, we can ensure that the work done is properly comprehended, and implemented with a plan for actions.
