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in-home interviews is not ethnography
Grant McCracken writes about the difference between ethnography and in-home interviews that many people nowadays define as ”ethnography”. Many companies say that if they make interviews in people’s homes it’s ethnography! But they are missing a whole lot of the methodology. McCracken points out 4 important things with ethnography: it’s picking up the telling details,…
how to merge CRM and CIM without getting too much information
For the past few years CRM (Customer Relationship Management) has been the obvious model for any business interested in creating customer satisfaction. Today’s article in Dagens Media is however pointing out that the next step, CIM (Customer Involvement Management) is crucial for addressing the next generation consumers, that is – people that grew up with…
a pleasure to “go native” with teenagers
A current Inculture project have once again focused my attention on youngsters of today. As much as I get annoyed by the excessive commercial interest in youth culture – it is always a pleasure to “go native” with teenagers on the verge of becoming adults. They always, quite elegant, manage to simplify complicated issues. For…
the downside of the information society
I talked at Daytona Session vol 2 yesterday. One of my themes was generation noll koll (in English it would be something like the generation that don’t know what’s going on, and it’s an allusion to their own definition of media, namely ”to know what’s going on”, or in Swedish ”att ha koll”). There are…
the multicultural riddle
Neither I can ignore the recent event in Rosengård. In short, currently there is a huge debate in Sweden about the values with in our police force. The incident that fueled the discussion was some recorded racists police statements, aimed at young people in a Swedish suburb populated by, well let’s call them “people with…
daytona session 2
The 12th of February Daytona Session Vol 2 will take place at Rival. I think everyone is welcome, but hurry, it is soon fully booked. Read my guest blog here.
the essence of “time” and “place”
When doing ethnographic fieldwork the understanding of time and place is one of the most essential tools for a cultural analysis. I think it was Stuart Hall, and probably a whole bunch of other cultural theorists, who said that everything that people say is contextual and therefore positioned. So… in order to fully understand a…
being in the known with the consumers
Young consumers are extremely adaptive in their behaviour. They listen to their surroundings, social networks, media, celebrities ect, and learn how to consume. What other say is authentic and real is perceived as authentic. It is the social construction of real that is incorporated in their identity and their actions. I never read the newspapers…
the secret cook is everywhere
I was on an airplane browsing through a recent Inculture report when a curious/friendly co passenger leaned over my shoulder and asked: “Do you work with ecological food?” The report-title included the term “ecological” so the question wasn’t too far-fetched. I found myself nodding, not in the mood to explain anthropology (hmm) whereupon he started…
the scary world of different business cultures
Overheard at the plane. Two Swedish engineers are talking. – Now we’ll start to work in Russia, that will be… – Oh, their business culture is totally different, strange morale at work… drink vodka to lunch… – It will be much worse than England… – Oh yes. – Sometimes it’s fun with new markets but…
a new world of tranquillity
I went to London to plan a project. ”Let’s meet at The Goring Hotel”, our English associate said, ”it’s nice and cosy”. It was really nice and cosy. But at the table a little note was placed with a quotation on one side: To be able to fill leisure intelligently is the last product of…
consumers’ relation to ecological food
Of all the studies we have done I have never been so puzzled by the one that examined the question above. Food is a cultural and contextual matter and when you have the luxury of making choices on what to eat, “good food” is one of the most flexible, negotiable and unfixed phenomenon we ever…
