UXPressia: our research ally
UXpressia is an online tool that helps you create great User Personas and Experience maps. The platform provides a large number of templates with explanations and case studies…
Author: Gabriel Santiago Jurado Gonzalez
What are Brand communities?
Brand communities are groups of people who share identity, values and practices with a particular brand. We analyze the phenomenon from an anthropological perspective. La entrada What are…
Brand love or emotional relationships with brands
In the world of customer engagement, it is common to hear that companies want to transform their brands into “Love Brands”. A Love Brand is a brand that…
The value of anthropology in social entrepreneurship
Have you asked yourself: what role can anthropology have in the world of social entrepreneurship? This article introduces some of the contributions that anthropological research can provide to…
League of Legends: rituality, interactions and events
In a previous blog post, we mentioned the subcultures originated around the consumption of a particular product or brand. We also mentioned how some events or activities can…
Objects, brands and people: between kites and Harley Davidson drivers
Understanding the meanings we give to objects and the way in which we associate them with attitudes, emotions, and memories, can be highly useful when creating a new…
Hawthrone effect: first contacts between anthropology and business
Between 1924 and 1932 members of the School of Human Relations conducted research to evaluate the impact of changes in working conditions on the productivity of workers. The…
Business Anthropology: From the Trobriands to enterprises
Soon after I had established myself in Omarakana (Trobriand Islands), I began to take part, in a way, in the village life, to look forward to the important…