UXpressia is an online tool that helps you create great User Personas and Experience maps. The platform provides a large number of templates with explanations and case studies that make it easier to build your own maps. In Antropología 2.0, we work with this tool to organise data during fieldwork and to facilitate the visual… Keep Reading
Brand communities are groups of people who share identity, values and practices with a particular brand. We analyze the phenomenon from an anthropological perspective. Keep Reading
In the world of customer engagement, it is common to hear that companies want to transform their brands into “Love Brands”. A Love Brand is a brand that attracts customers and catches them emotionally, sticks in their mind and heart, gets ingrained there and never leaves. Love brands are brands that generate such a strong… Keep Reading
Have you asked yourself: what role can anthropology have in the world of social entrepreneurship? This article introduces some of the contributions that anthropological research can provide to the design, promotion, support, and evaluation of social entrepreneurship initiatives. I will start by defining what social enterprises are and then explain how anthropological research can contribute… Keep Reading
In a previous blog post, we mentioned the subcultures originated around the consumption of a particular product or brand. We also mentioned how some events or activities can generate in the participants what in anthropology has been classified as communitas: the feeling of being part of a group or community. In this text, I will… Keep Reading
Understanding the meanings we give to objects and the way in which we associate them with attitudes, emotions, and memories, can be highly useful when creating a new product, improving an old one or positioning a brand. Here, following the works of Sergio López (2017) on business anthropology and Fernando Juez (2002) on the design… Keep Reading