Companies are increasingly seeking anthropologists to understand consumer behaviour. Anthropologists, traditionally involved in studying human societies and cultures, are now being tapped into for their skills in observing and interpreting human behaviour. Businesses are realising that numbers alone can’t provide the full picture; they need to understand the why behind consumer choices.
Companies like Intel, Microsoft, and Adidas have anthropologists on their payroll, helping them understand cultural nuances and consumer motivations. These professionals can decode the cultural, social, and emotional factors that drive consumer decisions, which can be invaluable in designing products, services, and marketing campaigns.
Anthropologists’ skills are particularly useful in the tech industry. They can help understand how people use technology in their daily lives and how new technologies can be integrated into existing cultural practices. This can guide the development of user-friendly products and services.
Despite the growing demand, there are challenges. The corporate world and academia have different languages and priorities, and anthropologists often struggle to translate their insights into business language. Yet, the benefits of having anthropologists on board are making companies more willing to bridge this gap.
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