Move me: On stories, rituals, and building brand communities
Article first published online: 11 FEB 2014
© 2013 by The American Anthropological Association. Some rights reserved.
Ethnographic Praxis in Industry Conference Proceedings
Volume 2013, Issue 1, pages 104–115, September 2013
How to Cite
SIECK, K. (2013), Move me: On stories, rituals, and building brand communities. Ethnographic Praxis, 2013: 104–115. doi: 10.1111/j.1559-8918.2013.00010.x
- Issue published online: 11 FEB 2014
- Article first published online: 11 FEB 2014
This paper takes on the challenge of understanding behaviour change through the lens of anthropology. In the field of market research, the goal is to find the leverage points of emotional connection that will inspire a desired behaviour. But traditional approaches to research have relied on methods that neither capture these triggers of change, nor inspire connection. Alternatively, an approach to research based on rituals induces transformational experiences that by their very definition are grounded in emotional connection. This paper details a framework for ritual-based research, and provides case studies of how and when rituals might be used for gathering market insights. We conclude with recommendations for extending the approach into engagement opportunities and creative executions.