American Marketing Association: Corporate Anthropology Puts Research In Perspective

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:

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