New Line of Work for Ad Agency Planners?

By / / Research studies, Work methods / Leave a comment

Apparently primatologists have evolved their research methodology

from field notes to “theory-driven, hypothesis-testing ethnology.”

Chimpanzees’ “tool kits” are now known to include 20 items, Dr. McGrew casually mentions that they’re used for “various functions in daily life, including subsistence, sociality, sex, and self-maintenance.”

Sex? Chimpanzees have tools for sex? No way. If ever there was an intrinsically human behavior, it had to be the manufacture of sex toys.

More ethnographies for us all to do!

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About angelgibson

I am a former big ad agency brand planner, running footloose and fancy-free through the streets of New York City. I read all those huge research reports that explain how and why consumers love or are indifferent to particular brands, the types of messaging that make them break out in night sweats, and the ONE thing you are not doing that your customers really wish you would. I read a lot of other stuff too. I write custom reports, design proprietary research, basically help my smart and fabulous clients become even more so.

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