ANTH324

Companies in the private and public sectors now widely use anthropological theory and ethnographic methods to better understand the motivations and behavior of their customers. But how to adopt these approaches for the business world? The more practical aspects of conducting ethnographic research for business clients is considered. Students will also have the opportunity to practice applying techniques like participant observation, ethnographic interviewing, cultural analysis, and thick description to develop rich consumer insights and creative marketing recommendations. Finally, the ethics and the challenges of doing this type of work in the private sector are considered.

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