In a 30 minute dicussion with six guests, BBC Radio 4 delves into the topic of anthropologists who no longer observe tribal people out in the jungle, but watch us instead. This approach is meant to give busy executives an insight into the real world that people like us inhabit. But, they wonder, does it really work or is it another passing fad in the world of marketing, like the focus groups many people think it’s replacing?
Guests are Dr Simon Roberts of Ideas Bazaar, Paul Eden of Ogilvy and Mather, Genevieve Bell of Intel, Professor Patrick Barwise of the London Business School, Professor Richard Harper of Microsoft, and Paco Underhill of Envirosell.
Listen to the programme (RealPlayer)
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