Before I delve into what lies ahead for our practice, I want to tell a short story about the insurance of wheat. During a workshop with a reinsurance firm in Switzerland the CEO pragmatically stated what big corporations need right now. He said, “We don’t have any ideas anymore. We have cash. We have tons of cash, but we simply don’t know what to do. We don’t have the texture...
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Inspiring talk. As a researcher in a business school I totally agree that ethnographers need to stay away from consumer insights specialists. Last time I went to a conference on “consumer insights” I wanted to commit suicide. And it’s true that the big four charge lots of money for strategy consulting these days. There is no reason why ethnographers should not be able to do the same.