Online Anthropology: A new approach to advocacy measurement

A discussion of online anthropology as a way of gaining fresh understanding of customer behavior. The case study used to illustrate this point is for Sprint, a US mobile provider.

Online Anthropology: A new approach to advocacy measurement

Colin UtleyMotiveQuest, USA

Introduction

A new methodological approach - Online Anthropology - was applied to surface fresh understanding of customer behavior in the cellular category.The approach...