Katarina Graffman

Katarina Graffman holds a PhD in cultural anthropology, and is a pioneer of consumer anthropology in a commercial context. She’s worked with clients such as IKEA, Volvo, Bloomberg, Swedish radio and BBC among many others. She’s there to help them understand consumer behaviour, preferences, and such like. But what is the real driver behind their eagerness to understand more about culture?


In this podcast:


  • How big business uses cultural anthropology
  • Consumer behaviour misconceptions
  • How Katarina works
  • Understanding Gen Z
  • Default thinking and sense making


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