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Lecture at the "International Congress on Politic, Economic and Social Studies", May, 2017

Business professionals in marketing are always interested in knowing their consumers and also understanding their behavior and decision making. Both depends on many factors; consumers’ needs, expectations, wishes among others, but also on their life-styles, habits etc. That can't a lot of times be revealed only with asking questions about it, but it needs different research techniques.

Research by business anthropology uses advanced research methodologies and techniques, and analyses and interpretation of research data with connection of theory and practice. This enables getting insights into consumers’ characteristics, life-styles and their relations with products and services. And more; business anthropology with its research techniques enables getting insights into understanding of consumers sub-consciousness, which influences their behavior, triggers and decision making not only at the time but also in the future.  The research by business anthropology and implementation of results into business practice is shown also in presenting some case studies.