Think like an Anthropologist

Bi-weekly news commentary

Hey friend,

How are you? I hope you’re doing well.

The gist:

If you’ve been a marketer for a while, you’ve likely been told that data provides the absolute insights about your customers. In a recent WSJ’s story, Coach’s CMO, Joon Silverstein refutes this narrative. She says, “A lot of brands mistake data for real insight. You don’t learn about people or culture by reading research reports or by studying them afar.” Travelling the globe, visiting the homes of her target audience - women ages 18 to 30 - she learned not only about their hopes, dreams, and fears, but also learned that Gen-Z goes back to long-form storytelling and books to slow down and make sense of themselves. That was the trigger for launching the global “Explore Your Story” campaign. Sales for the quarter ended Dec. 27 rose 25% from the year before $2.14 billion.

Find out about why leveraging an anthropologist approach could help you uncover more about your customers, and simple steps you can take today.