Article Comments: “Design Anthropology Meets Marketing”

Designing Culture

Graffam, G. 2010. “Design Anthropology Meets Marketing”. Anthropologica, 52(1). Pp. 155-164.

How can we make the results of anthropological research meaningful for marketers and business people? This is the central question posed in Graffam’s 2010 article about the relationship between design and marketing from the design researcher’s perspective.

As I have previously addressed, the role of anthropologists in design has evolved into both a practice oriented towards the design of more useful, more relevant, and more empowering products but also as one which critiques and provides an interpretative framework for understanding the role of technology in society (or societies). According to Graffam, despite the growing importance and contributions by anthropology to design research, a number of businesses have failed to incorporate anthropological study, or anthropological findings, into their own design research initiatives. Graffam argues that one of the primary reasons for this is that the growing role of marketers…

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