Anthropology is the study of human societies and culture. It’s a fascinating field. Using the research techniques of focused observation and open-ended interviewing, it sheds light on group behaviour in a way that is often missing when we try to make sense of the modern business world.
With a PhD in Social Anthropology, today Gillian Tett is the Editor-at-large of the US Financial Times. She used her anthropological training to unpick the behaviours that led to the 2007 financial crash and more recently, the socio-cultural backdrop behind the 2016 Trump election win.
Anthrovision provides distilled justification for the use of anthropology in business, to better understand how people act as groups. It explains how and why observed behaviour is often very different to how individuals describe their behaviour. As the world of work becomes ever more complex, the application of anthropology in business has clear benefits, to help us better understand who we are and how we optimally communicate and collaborate with one another to deliver success outcomes.
