Author: Robert J. Morais

Generative artificial intelligence (GenAI) presents opportunities and challenges for business anthropology. It offers analytical efficiencies, but requires well-informed, judicious use. Some anthropologists are hesitant to incorporate GenAI in their wo…

Qualitative research is often used by marketers to develop new brand positionings. This case illustrates how two sequentially applied qualitative approaches were used to generate positionings for a pet food brand. The methods included psychologically o…