Anthropology in Consumer Research
Grant McCracken reports on the upcoming publication of the book “Anthropology in Consumer Research” written by Patricia Sunderland and Rita Denny of the Chicago-based Practica Group.

McCracken wrote the foreword which he published on his blog. An excerpt:

“Not so long ago it received a papal blessed from A.G. Lafley, the CEO of P&G. And with this CEOs and CMOs everywhere began to give the attention new attention. This is, in other words, a crucial moment in the history of the method. It will either grow up to dispatch the larger and more important responsibilities is now assigned. Or it will continue its descent into naïve empiricism, charismatic performance, or the commodity basement.”

Read full foreword