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Wednesday, March 23, 2005, 10:36

The emerging field of commercial ethnography

SFweekly

Since October 2004 Jesse Kipp has been working at a top San Francisco advertising firm, Goodby, Silverstein & Partners, where he operates simultaneously as an anthropologist, a market research assistant, and a documentarian. Kipp is the company's answer to a burgeoning industrywide research movement called "commercial ethnography."

The documentaries themselves are highly stylized romps into the inner lives of target audience members -- everyone from football fans bitching about a cable outage during the big game to the unguarded talk of Lisa and Amanda, which will be used to inform a new advertising campaign for Britney Spears' perfume, Curious. In the end, the agency uses the films both to woo new clients and to better understand and craft ad messages. >> continue


SEE ALSO:
antropologi.info's special on Corporate and Business Anthropology

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