Open AccessMove me: On stories, rituals, and building brand communities
Author(s) -
SIECK KATE
Publication year - 2013
Publication title -
ethnographic praxis in industry conference proceedings
Language(s) - English
Resource type - Journals
eISSN - 1559-8918
pISSN - 1559-890X
DOI - 10.1111/j.1559-8918.2013.00010.x
Subject(s) - leverage (statistics) , transformational leadership , connection (principal bundle) , field (mathematics) , sociology , through the lens metering , computer science , psychology , social psychology , engineering , lens (geology) , artificial intelligence , mathematics , structural engineering , petroleum engineering , pure mathematics
This paper takes on the challenge of understanding behaviour change through the lens of anthropology. In the field of market research, the goal is to find the leverage points of emotional connection that will inspire a desired behaviour. But traditional approaches to research have relied on methods that neither capture these triggers of change, nor inspire connection. Alternatively, an approach to research based on rituals induces transformational experiences that by their very definition are grounded in emotional connection. This paper details a framework for ritual‐based research, and provides case studies of how and when rituals might be used for gathering market insights. We conclude with recommendations for extending the approach into engagement opportunities and creative executions.