What's the relation between anthropology and market research?

Question

I know market research has been one of the main fields for applied anthropology, but, what do they have in common? what has been the influence of anthropology in this kind of research? Do they work with similar techniques? has anthropology changed in anyway marketing or is it just a complemente? Thanx!!!

Answer 1

I'm assuming you mean cultural anthropology. The focus in cultural anthropology is at the population level of analysis, so it is less interested in individual behavior (ala psychology) and more interested in systems of shared meaning. An even higher level of analysis is Sociology, which is concerned with populations. In marketing, you want to understand the buying behavior of potential customers, so cultural anthropology would help with identifying target markets. Once the market is identified, you want to know how to reach various groups within the population, and finally individuals within that group, so you use psychology. Is that helpful? Anthropology is groups, Sociology is populations, and Psychology is for individuals. For example, let's say you are planning to market a product nationally - call it "Blue Beer." You're marketing it within the US population - Sociological level of analysis. Within the US, you are marketing it to people between 21 - 35 that's one population. Let's say within that population are various groups - college age, twenty-somethings, young professionals. These are your target groups. Perhaps they are ethnically diverse - another use for cultural anthropology - so you might divide it even further, and select one or two sub-groups as primary targets. Then, within those groups, you are going to analyze the system of shared meanings - popular culture, music, practices, etc. Then you use psychology to tailor the campaign to their tastes for blue beer.

Answer 2

These people are nuts! Anthropology has EVERYTHING to do with market research!! Anthropologists study why we do what we do...what sparks our interest and why....what we eat and why...what motivates us and why...I could go on and on...anthropologists' occupation is completely focused on understanding the motivation behind human behavior. So, they know from an outside perspective what kinds of products we would be interested in....and they could give you a list of this for each ethnicity/age/gender group...that's their job! And that's what market research is all about....the biggest difference is that market research is just a part of anthropology...anthropology entails a vast amount more.

Answer 3

A good example of anthropological concepts being applied to marketing is what is known as the Tucson Garbage Project. It determined that what people said they used was not the same as what people actually used. This information was important to marketers because they had better information to use when marketing their product at a specific group.

Answer 4

There is a big difference between the two because anthropology is the study of human behavior while market research is the study of customer buying habits and preferences.

Answer 5

Anthropology is a vast research field. Concerning market research, it is indeed knowledge in human behaviour which is of use.

Answer 6

with a view to verify the place potential shoppers are and why they might purchase your product, you could desire to learn your industry. One approach is to survey your contemporary purchasers to verify specific demographical features. how lots money the earn, are they married, what share infants, how previous are they, what automobile do they tension, what foodstuff do they devour, the place do they circulate on trip. ... stuff like that. You ask them why the offered your product/service and what it does for them (advantages). then you truly can order a itemizing from a itemizing broking service with an analogous demographics and furnish your product to them for an analogous advantages. Your contemporary record of shoppers is your "inner database." The features you study them is "promoting and marketing intelligence" and the survey used to discover that coaching is one approach of "promoting and marketing learn." yet another approach is a "concentration group" made out of your shoppers. you place them in a room, ask them an analogous questions, and ask their innovations to advance your product, or evaluations on different products that's recommended to fabricate. Is that what you're asking?

Answer 7

the culture of certain group of people is oneof the factor tobe considered in market research.

Answer 8

Human behaviour.