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Sunday, August 22, 2004, 12:38

Science of shopping becomes big business

Star Tribune

Ethnography gave the world disposable diapers (Kimberly-Clark), a big green "Copy" button on copy machines (Xerox), smaller dishwashers (Whirlpool) and easier-to-open hearing aid battery packages (Duracell). Ethnography convinced General Mills that children felt independent when they ate meals on the run. The result: Go-gurt, a portable yogurt snack that is sucked out of a tube.

Ethnography isn't the only discipline that consumer products companies are turning to for a leg up on their competitors. But it is ethnography that really has taken off in the past five to 10 years, said Marietta Baba, a professor of anthropology and dean of the College of Social Science at Michigan State University in East Lansing, Mich.

"With global competition, companies need new corporate weapons," said Baba, who developed one of the country's first business and anthropology courses. "Anthropologists have a way of understanding people that's fresh." >>continue

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