By Marguerite McNeal, June 4, 2014
In a podcast for the American Marketing Association, ReD Associates partner Charlotte Vangsgaard speaks to Marguerite McNeal about the value of the social sciences for businesses.
“Social sciences, or corporate anthropology, offer a way of trying to understand a topic without a lot of preconceived notions of how that topic should be understood,” says Charlotte Vangsgaard. She explains how ReD Associates helps companies study target markets through systematic observation and not linear and rational reasoning. “We try to work without a hypothesis.”
Listen to the full talk here:
Madsbjerg argues that unless companies take pains to understand the human beings represented in their data sets, they risk losing touch with the markets they’re serving.
ReD has led a “quiet revolution” in business theory by focusing on immersion in the day-to-day world of the customer rather than taking a distant, data-driven approach. The firm places phenomenology – the science of how people experience the world – at the centre of its method.
Christian Madsbjerg speaks to Manuela Saragos about why human intelligence is still a vital component in analysing all our data.