Melissa Vogel and Adam Gamwell at Anthropology News write about the value of anthropology to business and how this value can be articulated in language a business understands.

As anthropologists, our approach to human insights research and analysis offers businesses a unique way to understand patterns of behavior and meaning making that differs from quantitative data analysis. For example, ethnography of tech industry consumer needs conducted by anthropologists, who use cross-cultural knowledge, cultural relativism, and a holistic approach, will offer businesses a way to understand consumer needs that is not often present in a management-, psychology-, or even sociology-based perspective. These insights then allow businesses to provide better products and services.

Read the full article here.