More About the Center
MORE ABOUT THE CENTER
The Center for Corporate Anthropology was founded in 1979 utilizing applied anthropology to assist corporations in better relating their
existing and future products to respective and prospective markets. Following the initial information gathering onslaught, a new environment
emerged in which synthesis, blending of information services and vectoring in the ethnographic model, provided even greater scope for
business success. The anthropological approach to trend prediction and product design allowed the creation of a multi-dimensional viewpoint;
with which the mapping of potential future paths of consumer habits, one could hope to better provide specifically targeted designs.
Simply stated, we guide companies into the future by:
• Continually profiling the American people with open-ended focus groups and surveys to maintain a large, up-to-date database of
personal information. This enables us to track the true depth of the population’s perception of its surroundings; its reality set. How each
person lives day-to-day reflects their individual world view. Is it safe to shop at night? How well is my children’s school performing? How
much of my budget is taken for survival factors, food, shelter, clothing, transportation; and how much is available for the extras? What are
the differences between “wants” and “needs”, and how does that affect my spending? These profiles are compiled into the Consumer Avatars.
™ International Consumer Avatars™ are emerging.
• Creating Consumer Avatars™ to populate a virtual modeling system. Take the technology of the online social simulation avatar games,
then imagine how easy it can be to predict consumer behavior in a virtual environment. Nearly any factors can be introduced and run through
time to determine probable outcomes.
• Keeping tabs on ever-changing ideas, trends, movements and population concepts on a global scale to drive R&D for current and future
business niches, thus staying ahead of the game. If your company is involved in the international marketplace, understanding these dynamic
cultures is imperative for success.
• Expanding with databases for European and Pacific rim markets.
• Stratifying a hierarchy of technological discoveries and advancements in relation to their future potential. For example, one company
announces the breakthrough development of a new silicon chip that increases speed by a factor of three over the present state-of-the-art
chips. Our company can assess the potential applications of such an advance and the consequent trickle-down effect on clients and consumers,
as well as synthesizing forward-focused strategies. Synthesis is defined here as integrating analyses of multiple disciplines and relating them
to discerned consumer patterns over time. These two methodologies remain ongoing regardless of client orientation.
What We Do
Because each client and development situation is unique, an underlying process is tailored to needs which most likely will include:
• A feasibility study of influential internal factors, that is, company history, goals, philosophy and structure.
• Analysis of competition, with projection of future advances.
• Delineation of the client research and development to assess advantages and detractions as compared to the competition.
• Comprehension of client expectations and hopes for product performance.
• Market research and evaluation according to forecast consumer trends and interests.
• Compiling effects of changing technology.
• Modeling a future environment reflecting cultural and technical analysis for product introduction.
• Visualizing potential market windows and product needs.
• Establishing a series of strategies related to above model, and continued guidance throughout the process.
How We Interact with Clients
We begin with a feasibility study to determine our ability to help. At this initial contact we try to:
• Ascertain the client’s corporate history, philosophy and structure.
• Define the issue requiring guidance or solution.
• Determine the scope of the situation.
• Assess the main influential factors.
At this time we try to elucidate:
• An all encompassing definition of our assignment.
• General expectations of the client.
• Methodologies and personnel liaisons; how and with whom will we work.
• Resource usage and time requirements.
• An estimation of cost.
Neither party has any obligation at this time. Doing an initial feasibility study allows all of us to determine whether we are the right choice for
the assignment and whether we can perform successfully within the time parameters.
Once the study is finished, a written proposal is presented to the client which will outline:
• The assignment as we understand it.
• How we will approach the issue.
• All the personnel involved and the means of contact.
• A schedule of studies, actions or jobs.
• Projected results using a multiple path approach.
• An estimate of time and cost.
With the acceptance of our proposal, we go to work. Throughout each consultancy, the client is updated as needed and as requested, with
reviews at set periods. Modifications may be suggested during the assignment. We expect to have direct involvement with the client to
achieve the highest standards of success.
Why the Center for Corporate Anthropology Can Help
• Expertise: Because we have in-depth knowledge in the areas of technology and entertainment, we can see different applications for new
products and services. By utilizing our own focus-groups and surveys, we can profile macro consumer trends and attitudes. A client can
acquire specific information about product potential and foresee new windows of opportunity. Tracking industry breakthroughs and directions
allows our clients to better tune a product for their consumers and outpace their competition. We have over 27 years of experience relating
anthropological methods to corporations and consumers.
• Objectivity: One of the most important skills of a professional anthropologist is being able to step back from a culture and all
ethnocentricities in order to generate the most impartial vision possible. Such training permits a fresh viewpoint for the client to examine
methods, goods and services in a new light, in a focused yet all-encompassing manner. If we believe we cannot help a client, we will not
generate a proposal, and at any time during a consultancy, we will honestly appraise and communicate the assignment’s progress.
• Efficiency: Most corporations have generated structures which may impair the collation of diverse information and the synthesis of
patterns, outcomes and strategies. Our tools, databases and talents unite to create guidance faster and better. We choose to do actual
fieldwork that enables us to truly know and understand the American (and international) consumer.
• Anonymity: In these times of mega-mergers and converging industries, we prefer to act as the invisible player, guiding our clients
without need for publicity. We do not reveal the identity of our clients even if we speak at conferences or are interviewed. More often, we
decline such invitations to best protect our clients, unless specific permission is granted for informational release.
• Effectiveness: Every client we have counseled/consulted has met with success, often greater than expected. Part of this is due to the
scope, ethics and power of the feasibility study. A substantial factor is the comprehensive integration of related materials, a piecing together
of the puzzle of life in our technological society. We want you to succeed in this global environment.
Independent of any client interests, the Center for Corporate Anthropology incorporates two processes. The first involves annual “sweeps”
with open-ended focus groups with updates throughout the year to stay abreast of consumer reality sets, the way the world is perceived,
from macro to micro trends and systems. This knowledge can then be applied for product-consumer predictions. A large tracking database of
millions (as well as an international database), allows the Center to guide better the development of products. The database meshes
seamlessly with an extensive modeling program for accurate predictive results. The second process provides the integration and assessment
of technological advances with the analysis of potential applications as breakthroughs diffuse into corporate and societal cultures. The
knowledge resulting from the above two procedures allow the Center to guide clients towards more successful futures by projecting the
likely outcomes of potential paths. In summary, the success of The Center for Corporate Anthropology is based upon the careful selection of
clients coupled with the positive application of cultural and industrial factors; the way we see it, we only succeed when our clients succeed.
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