We’ll begin the day with a review of the tools that help us discover culture: anthropology, ethnography and the "big board”.
We will talk about how to use ethnography to discover culture in conversation with the consumer. Then we’ll show how we can use anthropology to put this learning in the broader context of American culture today. And then we will demonstrate how to use a “big board” to show culture in motion, tracking its movements as it’s shaped by the many, little, “choppy” trends now at work in our world.
To know our culture is to possess a secret advantage. It’s the knowledge that defines us as professionals, and the source of the value we bring to our organizations. These days, a lot of culture discovery comes through ethnography. But when we add context using anthropology and a “big board,” it’s possible to see culture more broadly and use it more powerfully.