Recently I was interviewed by INSIDE Public Accounting on the business applications of corporate anthropology. I will be speaking at IPA's 2018 PRIME Symposium conference, so this interview served as a kind of sneak peek into what I will focus on in the culture change workshop I'll be conducting. (You can read the entire interview here.)
My focus was on the importance of observational research to better understand why people behave the way they do, especially when interacting with a product or service. By observing behaviors, anthropologists are trained to see things people do not always know they are doing. These observations then lead to all types of insights, changes to processes, modifications to services, and even innovations.
Equally important was how these "new" ideas and insights help organizations rethink what they are doing. Often, they can better hone in on their targets because now they have a deeper understanding of their own "ways of doing things" and how well they align (or don't align) with their customers' needs.
Since we know that change is painful, observing with fresh eyes how something is being done can often enable people to better see ways to change those habits. Pretty amazing insights emerge from a little anthropology!