IS
DIGITAL
ANTHRO
POLOGY
SM
DIGITAL MONITORING
Digital monitoring involves a deep dive into the online
space, searching for any and all conversation surrounding
your brand, your competitive landscape and your industry.
It uses relevant keyword searches to gather data over time
to provide strategic insights.
NORMS
Cultural norms guide good marketing, design and
development. As an example, cultures shape how people
understand what is “food.” While it is seen as strange to eat
bugs in the West, they are a major source of protein in many
parts of the world. Anthropology looks to uncover these norms
and how they shape what we say, do, and believe.
PROCESSES
How people get things done is another significant point of
investigation for an anthropologist, showing us how cultural
roles, beliefs about what is correct, and the order in which
events take place shape interaction with place, and tool or a
brand. For example, shopping is frequently done by someone
other than the consumer and involves a series of steps and
interactions. Uncovering these processes lets us design and
message to people at the right points in their journey.
MEANING
People have to make sense of the world around them
and assign meaning to their shared lives. Rituals, morality,
cosmology, even how we choose to clean our teeth are all
endowed with meaning. Anthropology uncovers not only the
meaning people assign to the world, but how that meaning
comes about.