:

Instead of poking around tribal villages in Papua New Guinea or Amazonian rain forests, cultural anthropologists are invading suburbs and cities to find out how people use products while eating meals, working in the office, and even while driving. “We live in a culture where knowing your customers one by one as individuals is more important than ever before,” said Ross Goldstein, a researcher with the BRS Group. “Large mass demographic trends are no longer as predictive as they once were because the marketplace is too diversified.”