Welcome back to 52 Weeks of Marketing Wisdom where we showcase, review and encourage people to discover a new book a week via five key themes; Foresight, Customer, Strategy, Creativity & Innovation. Plus two "wild cards" to take us up to the magic number 52.
Each week we will review a book, provide a summary of why we think it's a good read for anyone in Marketing and some quotes to get you in the zone.
They range from business/marketing classics to hot off the press debuts and everything in between.
Our programme is aimed at busy marketing professionals in-house and agency side who want to be inspired, learn and grow through reading.
This week, we're looking at a topic close to our hearts at Selbey Labs, the role of Anthropology and Participant Observation in business and marketing as outlined by Gillian Tett in Anthro-vision: How Anthropology Can Explain Business & Life.
She argues that, "Data without context is just noise. To make sense of it, you need to understand the human stories, the cultural dynamics, and the social forces that give it meaning."
So, pay attention, buckle-up and enjoy the ride.
Anthro-Vision: How Anthropology Can Explain Business and Life Gillian Tett
In "Anthro-Vision: How Anthropology Can Explain Business and Life," Gillian Tett offers a fresh perspective on how the principles of anthropology can provide unique insights into the complexities of modern business and society. Drawing on her background in social anthropology and her experience as a journalist for the Financial Times, Tett argues that "anthro-vision" — an anthropological lens on the world — is not only relevant but essential in today’s data-driven, technology-saturated environment.
Anthropology as a Practical Tool
Tett's central premise is that anthropology, traditionally seen as the study of "exotic" cultures, is actually a practical tool that can be applied to everyday life, business, and decision-making. She contends that anthropology offers a way to make "the familiar strange" — to step outside our own perspectives and see the world through the eyes of others. This shift in perspective can reveal underlying patterns, motivations, and cultural dynamics that might otherwise go unnoticed.
Tett shows how adopting an anthropological mindset can help businesses better understand their customers, employees, and markets. For example, she describes how companies like J.P. Morgan and Airbnb have used anthropological insights to gain a deeper understanding of human behavior and cultural contexts, leading to more effective strategies and innovations.
Looking Beyond the Obvious
One of the key themes in "Anthro-Vision" is the importance of looking beyond the obvious. Tett argues that traditional business approaches often rely heavily on quantitative data and market analysis, which, while valuable, can miss the subtle cultural and social forces driving behavior. Anthropology teaches us to look for what is not immediately visible — the underlying beliefs, norms, and rituals that shape how people act and interact.
Tett explains that this perspective is crucial in identifying and understanding "cultural blind spots" — the things that are hidden from view because they are so deeply embedded in our ways of thinking. By applying an anthropological lens, businesses and individuals can uncover these blind spots, allowing them to navigate complex situations more effectively and anticipate changes before they happen.
The Power of Participant Observation
Tett emphasizes the importance of "participant observation," a key method used by anthropologists to gather insights. This practice involves immersing oneself in a community or organization to observe behaviors, interactions, and social dynamics firsthand. Tett demonstrates how this technique can reveal insights that might be invisible through conventional surveys or data analysis alone.
For example, she recounts how Unilever used anthropological research to understand consumer behavior in emerging markets. Instead of relying solely on market surveys, Unilever sent anthropologists to live with local families and observe their daily routines. They discovered that many consumers in India did not buy shampoo in large bottles due to a lack of cash flow, leading Unilever to create single-use sachets. This adaptation became hugely popular, highlighting how on-the-ground observation can lead to innovative product development.
Data Alone is Not Enough
While Tett acknowledges the value of data and analytics, she critiques the modern overreliance on quantitative data. She argues that numbers alone cannot capture the full complexity of human behavior and that anthropology provides a necessary complement by offering qualitative insights. Tett writes, "Data without context is just noise. To make sense of it, you need to understand the human stories, the cultural dynamics, and the social forces that give it meaning."
Tett illustrates this point with the example of J.P. Morgan’s risk management team, which used anthropological methods to better understand team dynamics and improve decision-making. By observing how team members interacted and communicated, anthropologists identified cultural patterns and power dynamics that affected the team’s ability to manage financial risk effectively. These insights helped J.P. Morgan develop a more cohesive and effective risk management strategy, underscoring the value of combining quantitative data with qualitative observation.
Empathy Through an Anthropological Lens
A recurring theme in "Anthro-Vision" is the role of empathy in understanding and solving complex problems. Tett argues that empathy is essential for anyone who wants to understand customers, employees, or competitors. She writes, "To understand your customers, your employees, or your competitors, you must step into their shoes, see the world through their eyes, and understand their motivations." This practice of stepping into someone else’s shoes is at the heart of anthropology and offers powerful insights for business and life.
For example, Tett describes how Airbnb used anthropological insights to adapt its platform to different cultural contexts. By understanding local hospitality norms and customer expectations, Airbnb was able to tailor its offerings and marketing strategies to better meet the needs of diverse customer bases, contributing to its global success.
Why You Should Read This Book
"Anthro-Vision" is a thought-provoking exploration of how anthropology can help us navigate the complexities of modern life. Gillian Tett’s insights challenge us to look beyond the numbers, embrace a broader perspective, and consider the cultural and social factors that shape human behavior. Whether applied to business, politics, or social change, "anthro-vision" offers a powerful tool for anyone seeking to understand and thrive in an increasingly complex world.
Tett’s book is an engaging call to adopt an anthropological lens, reminding us that to understand the world, we must not only analyze the data but also understand the stories, contexts, and cultures that bring that data to life. For those seeking a deeper understanding of people and the world around them, "Anthro-Vision" is both an inspiration and a guide.
In the realm of understanding, context not content, is king.
If you want to learn more about how Selbey Labs can help you find and unlock value, please get in touch. We'd love to hear from you.
Anthro-vision: How Anthropology Can Explain Business & Life, Gillian Tett