Marketing, Anthropology and the creation of communities
Posted: Tue Jan 07, 2025 5:21 am
For many people, the word marketing is more familiar than anthropology. So before talking about the union of these two branches and how they influence the creation of new communities and market research , we will begin by giving a brief summary of what anthropology is.
The word anthropology comes from the Greek ἄνθρωπος (anthropos, “man”) and λόγος (logos, “study”).
Explained in a very simple way, it is a science that is concerned with understanding the human being in its entirety. It is interesting how man always questions himself in all societies and creates new communities.
It is an ancient knowledge in terms of humanity, but as a science it is recent. It was from the 18th century onwards that the methods used in physics and biology were considered to be applied to man himself. The fundamental role of the anthropologist is to observe and interpret the behaviour of a group, a nation, etc. The main method used to collect data is to study that behaviour and ethnography.
Basically, it is field work where the anthropologist lives with a group studied, identifying and exhaustively analyzing the culture, customs, behaviors and interactions, to discover how they are organized and what their cultural code is.
Don't think that it is something easy, it is very complex, a laboratory study and any misinterpreted analysis or being carried away by personal opinions, can mean a serious damage to the entire research. You must be thinking, but, what does all this have to do with marketing? Or with the creation of new communities? And I answer, EVERYTHING.
Marketing is a science that deals with markets, and what is a market? They are luxembourg phone number people, and what is the purpose of studying anthropology? YOU UNDERSTAND.
Many advertisers got tired of guessing what the consumer wants, and opted to do market research, which nobody says is wrong, but today there is a new way to do research of this type and it is with the creation of online panels that will allow you to know what your customers want just by managing an online community.
Discovering the power of new communities
This is where Anthropology comes in, since the task was to look to the social and biological sciences to understand the mind of the consumer.
Did you know that in 2013, per capita consumption of baby food in Peru was only 12.2 kg? Very low compared to other Latin American countries, this is due to the lack of Peruvian culture, which does not value processed foods very much, giving preference to what is more natural. Valuable information for an investor who plans to set up a business of processed food for newborns in Peru, and all this information will be available within your communities, it would only be enough to ask a couple of intelligent questions to know what the answer to this question is.
Anthropology provides more information than you think about the real situation of the market, the reason why this happens, giving you the possibility of positioning yourself strategically, creating competitive intelligence where your competition becomes IRRELEVANT, marking the end of "guerrilla marketing", knowing the main trends, generating insights and consolidating the information age.
The word anthropology comes from the Greek ἄνθρωπος (anthropos, “man”) and λόγος (logos, “study”).
Explained in a very simple way, it is a science that is concerned with understanding the human being in its entirety. It is interesting how man always questions himself in all societies and creates new communities.
It is an ancient knowledge in terms of humanity, but as a science it is recent. It was from the 18th century onwards that the methods used in physics and biology were considered to be applied to man himself. The fundamental role of the anthropologist is to observe and interpret the behaviour of a group, a nation, etc. The main method used to collect data is to study that behaviour and ethnography.
Basically, it is field work where the anthropologist lives with a group studied, identifying and exhaustively analyzing the culture, customs, behaviors and interactions, to discover how they are organized and what their cultural code is.
Don't think that it is something easy, it is very complex, a laboratory study and any misinterpreted analysis or being carried away by personal opinions, can mean a serious damage to the entire research. You must be thinking, but, what does all this have to do with marketing? Or with the creation of new communities? And I answer, EVERYTHING.
Marketing is a science that deals with markets, and what is a market? They are luxembourg phone number people, and what is the purpose of studying anthropology? YOU UNDERSTAND.
Many advertisers got tired of guessing what the consumer wants, and opted to do market research, which nobody says is wrong, but today there is a new way to do research of this type and it is with the creation of online panels that will allow you to know what your customers want just by managing an online community.
Discovering the power of new communities
This is where Anthropology comes in, since the task was to look to the social and biological sciences to understand the mind of the consumer.
Did you know that in 2013, per capita consumption of baby food in Peru was only 12.2 kg? Very low compared to other Latin American countries, this is due to the lack of Peruvian culture, which does not value processed foods very much, giving preference to what is more natural. Valuable information for an investor who plans to set up a business of processed food for newborns in Peru, and all this information will be available within your communities, it would only be enough to ask a couple of intelligent questions to know what the answer to this question is.
Anthropology provides more information than you think about the real situation of the market, the reason why this happens, giving you the possibility of positioning yourself strategically, creating competitive intelligence where your competition becomes IRRELEVANT, marking the end of "guerrilla marketing", knowing the main trends, generating insights and consolidating the information age.