Insights
The value of taking your staff out of the office and into unique environments
Words by Claire Denham-Dyson, head anthropologist As an organisation, how do you manage the effects of a hyper-productive team? How do you mediate hard work with creative play?...
Human insights the greatest driver of brand engagement
Words by Samantha du Chenne Whether a business plays in the B2B or B2C space, human insight and emotional connections are what will ensure it stands out in a crowd. Anthropology...
The Crossover between human sciences and marketing
Words by Claire Denham-Dyson, head anthropologist The reason, in my opinion, is that marketing is largely based on psychology anyway. Historically, academia and marketing have...
Internal company change affects your customers too
Words by Claire Denham-Dyson, head anthropologist The key person in this scenario is the client-facing employee within your business, whether it’s a salesperson, an account...
The Art of Anthropology and B2B Communication
Words by Claire Denham-Dyson, head anthropologist When I tell people I’m an anthropologist, many of them say: “Oh, isn’t that the study of dinosaurs?” Well, no, that’s a...
The importance of diversity in marketing strategy
Words by Warren Moss CEO and founder of Demographica One thing missing from the brand strategy process in many companies today is diversity of talent. Not just diversity in race...
Applying espoused & enacted theory to B2B marketing
Words by Warren Moss CEO and founder of Demographica The espoused and enacted theory may sound complicated and academic but it has very pertinent applications in real life and,...
Marketing myopia in B2B
Words by Warren Moss CEO and founder of Demographica One of the most-profound marketing insights from Theodore Levitt, the late Harvard Business School professor, was that...
Selling to multiple buyers
Words by Warren Moss CEO and founder of Demographica One of the big differences between the B2B and the B2C business worlds is that, in the former, there’s never just one user...