Navigating Business Through an Anthropological Lens | Tulsi Menon | TEDxIIITD

Tulsi Mehrotra Menon talks about employing anthropological practices to see how the brand will fit into people's lives and not how people fit into the brand's ideal. She reasons that using cultural insights and a more human-centric approach can lead to more actionable, marketable solutions. Tulsi Mehrotra Menon was born and brought up in Bangalore and obtained her degree in anthropology from Macalester college. Tulsi came back to India as she wanted to utilize anthropological practices in the Indian corporate environment. She wanted to explore the use of anthropology in a more consumer focused field and joined The Womb, one of the first branding and advertising agencies in India that was looking for an anthropologist. At The Womb she’s learned how to convert cultural insights into actionable, marketable solutions. She is focused on exploring the use of anthropological practices across different industries and domains - where anthropology hasn't been traditionally leveraged. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at www.ted.com/tedx

[@devinbhola5464]

Thank you Tulsi! A great breakdown of anthropological methodology in business!!

[@MashaekhHassan]

As a recent anthropology graduate I found this amazingly insightful! Too good

[@peachpie21]

the no.1 response I get when I tell people that I am an anthropology student is, 'what is anthropology?'. its kind of sad but I'm used to it now :)

[@anishamalhotra6195]

Same :)

[@justme-ei2pz]

Same haha but what do you usually tell people like how to sum it up?

[@gwennithkim3444]

Although it is not deeply rooted in studying consumer society, anthropological research is holistic. It goes beyond surface-level interactions that would typically take place in a controlled setting by delving into deeper interactions to see the truth of people's behaviors. Menon makes three points: become a trusted insider within the participant’s natural environment, recognize that anthropology has a different starting point than a brand’s, and unearth the conflicts between what people say and what people do. She explains ethnography and how involved it actually is, as well as how anthropology's fresh objectivity helps provide insight in consumer behavior.

[@mayeelin_1207]

This was so amazingly worded! 🤗 I loved every minute! 🙌🏽

[@stuntsaki]

This was amazing! She is so insightful and gave me so much inspiration

[@champsonu3959]

Thank you! I am Anthropologist, too

[@Vivek-np9vm]

This is truly awesome

[@vishwaskb1173]

Wow... I loved the study of anthropology but this session give me a grate perspective... Thank you ma'am

[@Vivek-np9vm]

How many anthropologists here? Hit like

[@ARallinone]

Thank that was helpful

[@ankitkondilkar4832]

the video i was looking for is here

[@ayankaushik9191]

amazing

[@sdwzed4585]

Thank you this was insightful.😁

[@affirmationstotheuniverse8401]

this really helped me in my essay thank you really much

[@visamap]

Thank u all

[@nayeemshouvon]

☺️👏👍

[@ashleymoore6141]

Is there a reason why the closed captions are turned off?

[@siddhanttiwari5789]

Can anyone tell me what is the basic diffrence BW anthepology and sociology

[@Vivek-np9vm]

Anthropology studies tribes, urban population, genetics, archaeology etc. We have a holistic approach. But sociology only studies urban population.

[@nokwandangubane1989]

As opposed to Sociology, Anthropology takes a more holistic approach when studying human kind whereas Sociology is subject to context and draws on given theories to unpack contemporary issues.

[@sukaarjunarjun9293]

a complete manipulation of the anthropological kmowledge

[@loerant]

It's applying the knowledge for practical use... I think that's what all science are for... to help us do things better

[@socialanthropologist2033]

Are you talking about yourself?

[@Sourav-xz8sy]

Mediocre content.

[@socialanthropologist2033]

Lol burn!

[@nokwandangubane1989]

expand pls

[@malichelete_music]

I agree Sourav