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CHAPTER 4 Intelligence Gathering > CHAPTER CHALLENGE
CHAPTER CHALLENGE
Determine what information you need continuously, what you need periodically, and what you can obtain on an as-needed (project) basis that will help you make better decisions. Consider both the external TIME factors as well as internal data. Then structure a system that works for you. Remember, without data you are just another person with an opinion!
INTERVIEW WITH PAULA GRAY: CAPTURE MARKET KNOWLEDGE THROUGH ANTHROPOLOGY
Paula Gray, Anthropologist-in-Residence, Association of Product Marketing and Management (AIPMM), paula.gray@aipmm.com.
Paula, not many people have the title anthropologist-in-residence. What’s the story behind that?
Well, I am an applied cultural anthropologist. I don’t study indigenous tribes in jungles though. I study human behavior in the cultural context: that can be within a corporation (Microsoft), a community (in person or virtual), a geographic region (Los Angeles), a group sharing beliefs and behaviors (like drug users, or engineers, or snowboarders), or a company’s existing or potential customers. Then I use the information I learn to answer questions and help solve problems.
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