Author: Marek Tobota

Microcultures can lead to emerging trends

Marek Tobota , December 10th, 2020


In the Polish language, the word ‘microculture’ arguably does not carry many connotations. Our daily reality is dominated by culture in its general sense: European, Polish, pop or…


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Coronavirus and 5G, or Why the Bat Doesn’t Cut It

Marek Tobota , April 27th, 2020


In her book, Psychology of Conspiracy Thinking [in original Psychologia myślenia spiskowego] (2016), Monika Grzesiak-Feldman cites a late-1970s study in which researchers tested the theory that people…


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Ethnography and the Internet – what´s next?

Marek Tobota , December 11th, 2019


The Internet has been attracting researchers’ attention for long. As a relatively new territory, it presents a methodological challenge. For anthropologists as well. On the one hand, it…


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Is Data Always Right?

Marek Tobota , July 16th, 2019


    For several years now, data has been a master key unlocking many doors in marketing. The days are long past when large data volumes were the…


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Chasing the Gamers

Marek Tobota , January 16th, 2019


Towards the end of the 20th century, researchers went to great lengths to understand the Internet user. Now, with access to the world wide web much wider, no…


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User as a Currency

Marek Tobota , September 12th, 2018


Both internet users and market regulators are becoming more concerned about who uses personal data and how. The recent events involving Cambridge Analytica have helped to raise the…


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Anthropological tools in stakeholder management

Marek Tobota , June 21st, 2018


In the corporate environment, stakeholders have the strongest presence in the context of investor relations or CSR activities. Dealing with them is usually the responsibility of Marketing and…


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Generation glasses are not new culture glasses

Marek Tobota , May 9th, 2018


Hardly a day goes by without a blaring news story on the devastating impact of the millennials on the economy or how HR departments are challenged in dealing…


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Generation glasses are not new culture glasses

Marek Tobota , May 9th, 2018


Hardly a day goes by without a blaring news story on the devastating impact of the millennials on the economy or how HR departments are challenged in dealing…


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