Aktuellt
Tjock data vs Big data
Tjock datas styrka är dess förmåga att kunna formulera hypoteser kring varför människor beter sig som de gör. Tjock data kan inte svara på frågor som ”hur mycket”, endast på frågan ”varför”. Big Data har fördelen att vara oantastlig på grund av att den är genererad från oändligt stora urval, ibland en hel population. Men den…
New report about the Swedish modern family
Sweden is ranked the most individualistic and secular country and one of the most equal countries in the world. At the same time Swedes strives for consensus more than self-expressing. This affects of course how we look at family and relationship. Swedes are open minded and different kinds of family structures are not seen as…
New report about the Swedish modern family
Sweden is ranked the most individualistic and secular country and one of the most equal countries in the world. At the same time Swedes strives for consensus more than self-expressing. This affects of course how we look at family and relationship. Swedes are open minded and different kinds of family structures are not seen as…
Cultural branding
Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish. You need to understand the consumer’s identity projects, their desires and anxieties in their everyday life, collectively constructing and maintaining their identities.Those…
Cultural branding
Identity brands are positioned in the consumer’s daily life rather than in their minds. That’s why knowledge about cognitions and the buying decision process won’t help you if that’s what you are trying to accomplish. You need to understand the consumer’s identity projects, their desires and anxieties in their everyday life, collectively constructing and maintaining their identities.Those…
InfluencersLab
This year Inculture will start the project InfluencersLab. Influencers, or lead users, inspire other consumers; what lead users are thinking and doing today, other consumers will think and do tomorrow. Having insights into the world of influencers will enable a company to be one step ahead. The insights from the lab will be of anthropological…
Ethnography
The ethnographic method may seem subjective and appear to be implemented at random, but the method is composed of a number of rules and methodological tools. It is not only about going out and looking at people in a shopping mall. Nor is it about filming a number of people in their living rooms. Focus…
Why anthropology?
It is notoriously difficult to ask consumers to imagine what is beyond their current experience. Anthropological observation, however, can highlight the need that hasn’t been able to speak its name. By anthropological method and theory it is possible to spot the white spaces when it comes to whatever behavior, need or brand. These white spaces…
Future Conference
Next week I’ll go to Helsingborg and talk about the future at The Future Conference (#futureconf) together with among others Hampus Jakobsson och Teo Härén. Or, I’ll not speek about the future, I’ll speak about now. Because I think that it’s impossible to talk about the future without really understanding what’s going on right now.
I share therefore I am
A comparative cross-cultural ethnographic study has been carried out in Sweden, Finland and Scotland. The results from Scotland and Finland agree well with the results that Inculture has seen in Sweden based on nearly 10 years’ studies of young people and media behaviour. This shows that the evolution taking place is very similar in the…
Some like anthropologists
In Falun I think they like anthropologists. Last year Dr Bob Deutsch at Brain Sells held a lecture at Norkaydagen, and this year I’ll go there and talk about media behavior and young people. Excerpt from the presentation of the event (in Swedish): Det är med illa dold stolthet vi presenterar årets huvudtalare för Norkaydagen…
