Mining Anthropology to Guide Strategic Communications

Photo by Eileen Barroso

Date

Mar 23, 2012, 6:00 PM-8:00 PM

Location

Columbia University, 501 Northwest Corner Building

Speakers:

Robert J. Morais

Concepts and techniques adapted from anthropology drive communications insights for manufacturers, advertising agencies, strategy consultants, and others. This workshop will describe how communications strategy is informed by anthropological ideas regarding ritual, cultural codes, belief systems, and social relations and methods such as life histories and ethnography. The seminar will make the distinction between anthropology and ethnography clear and include a wide array of case studies.

Robert J. Morais is a Principal at Weinman Schnee Morais, a market research firm in New York. Bob has worked for 30 years in the advertising and market research industries. He holds a PhD in anthropology from the University of Pittsburgh and has published scholarly articles on anthropology, advertising, and market research, including Refocusing Focus Groups (2010) and is the co-author of, Advertising and Anthropology. Bob has been interviewed by The New York Times, Brandweek, CBS Radio, and the American Marketing Association and is a frequent guest speaker at conferences and universities.

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Mining Anthropology to Guide Strategic Communications (PDF)

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