Many Companies are now hiring business anthropologists （click the link to view)
Anthropology
and Job Market (I am sorry for some displaying problems that I cannot solve)
Anthropologists
are in the people business. Any
occupation that requires understanding people, such as studying human behavior,
assessing people’s opinions, beliefs, or needs, etc., can use anthropology
graduates. The American Anthropological Association finds that anthropology
graduates are well-qualified for modern government work and are increasingly
recognized as valuable in the fields of management and international business.
For a long time, anthropological skills have been sought in the health and
social services fields. Anthropology provides the tools for understanding the
multicultural, international, and global issues that are basic to our continued
existence. [i]
The job market for graduates with an anthropology major is based on the need for research skills. However, as John Van Willigen indicates, the market is not well aware of the value of the skills anthropologists possess, creating a limited market for anthropology graduates. Moreover, although many opportunities exist, few are designed strictly for anthropologists. This circumstance is not limited to anthropology but is typical of many of the social sciences and humanities. [ii]
Most
of the professional anthropological organizations have career guides on the web
that describe how to become a professional anthropologist. They often include
information about how to combine anthropology with other fields to improve your
strengths in the job market. The section of Careers in Anthropology in
the website of the American Anthropological Association is a good general guide
(see AAA website http://www.aaanet.org/profdev/careers/index.cfm
for detailed information). Anthropologists at Work, prepared by the
National Association for the Practice of Anthropology, (although needing updating),
answers your questions about how to use
anthropology in the workplace (see NAPA
website http://anthro.fullerton.edu/napa.pdf for detailed information). NAPA also has a video available for your
reference.
As mentioned in other articles, the prevalence of
applied anthropology has increased in recent decades, because of a shrinking
academic job market, coupled with federal legislation requiring environmental
impact studies and historical preservation, more professionally trained
anthropologists are employed in nonacademic positions than in colleges and
universities. Nonacademic jobs, employment opportunities for those with or
without a Ph.D. are increasing. Today people with training in cultural
anthropology are employed both in the public (government) and private
(business) sectors of the economy.[iii]
Possible roles for anthropologists in
the non-academic fields include administrators, managers, consultants, project
directors, community service coordinators, and program planners among others. Willis
Sibley notes that approximately 50% of anthropologists with their Ph.D. degree
find employment outside of academia. [iv] We can assume that the great majority of
anthropologists with master degrees and almost all anthropologists with
bachelor degree will be employed in non-academic fields. Some may become involved with private sector
consulting (some ceasing to identify themselves as anthropologists, preferring new
titles such as “management consultant”). Private practice anthropology has thus
grown as academic anthropology has either shrunk or remained stable.
Ferraro
argues that a B.A. in cultural anthropology is a liberal arts degree that
provides no professional certification. An undergraduate degree, however, is a
stepping stone to graduate school where the advanced training needed to become
a business anthropologist can be acquired.[v]
The globalization of the world economy has brought
anthropology and business together. In
recent decades, especially in North America, anthropology has become
increasingly focused on international
concerns. But as Gordon notes, the
knowledge gained in researching international issues was not adequately
introduced to business by advances in consulting theory and practice. Management consultants have, from time to time
been ill-equipped to deal with issues of internationalization and cultures
outside the business itself.[vi]
The term anthropologist
or cross-cultural expert is not a standard job classification. In recent
decades, however, a number of jobs in both government and industry have
developed that focus on certain cross-cultural issues and involve working with
people from different cultural and sub-cultural backgrounds. As discussed,
anthropological skills can be applied to a number of different professional
areas. For example, anthropological skills and insights have helped architects
design appropriate housing for sub-cultural groups, develop a highly successful
reforestation program in Haiti, shed light on the public health aspects of the
AIDS epidemic, and provide courts with culturally relevant information for the
resolution of legal cases.[vii]
The
anthropologist seeking work must be ready to deal with employers who are
unfamiliar with their unique abilities and may harbor prejudices against
qualitative research methods. Meeting
these challenges may require educating the potential employer, and presenting
actual skills and how they can be useful to an organization.[viii]
Ferraro stresses that anthropology
graduates are better equipped in certain areas than those graduating with other liberal arts
degrees. First, anthropology graduates are well acquainted with cross-cultural
differences and similarities, an area of expertise of particular importance in
multicultural societies. This means that anthropology graduates have the ability
to “size up” unfamiliar social and professional situations, appreciate the wide
range of cultural behavior in the world, and learn how to behave toward people
from other cultures with sensitivity, flexibility, and understanding. Second,
training in anthropology provides interviewing skills, experience with survey
research, observational sharpness, and a holistic perspective. Third,
anthropology graduates should have other skills and assets that can be useful
to potential employers, such as experience with statistical methods, computer
skills, foreign language fluency, and communication abilities.
Once students have a
clear understanding of their skills, they are in a good position to tailor
their resumes as particular job announcements are found, as all job seekers
need to gain information about the organization offering the job as well as a
clear appreciation of what why their skills are appropriate.[ix]
Below are some examples
of job advertising we collected from National Association for the practice of
anthropology’ homepage (http://www.practicinganthropology.org/) that might be
interesting to graduates of anthropology:
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Business Consulting Firms and Business Anthropologists
With an undergraduate degree in Anthropology one can find
jobs in areas such as law, public health, social services, and cultural or
natural resource management. Graduate
level study allows students to pursue more specialized careers in Anthropology,
as well as to continue on to Ph.D. programs. This section focuses on business
anthropologists in the private sector by providing an overview of a number of
consulting firms in the field.
1.
Unity 4 Humanity, Inc: Unity
4 Humanity, Inc. (U4H) is a Saint James based business consulting firm in the
state of New York. Much of the firm’s
research explores the culture and climate of the World Wide Web on a multitude
of levels; topics such as international business failures, cross cultural universals,
age/economic/education/demographic evaluations, and technology are explored.
Unity
4 Humanity, Inc. claims that the firm has developed its own effective business
anthropological procedures that can be customized and adapted as required. Their business anthropological procedures are
conducted in collaboration with non-anthropologists who are experts in specific
fields or part of a corporation. All
business anthropological teams are customized and typically consist of one
business anthropologist or a corporate executive with anthropological training,
and four experts capable of assisting in complementary ways. (See U4H homepage http://www.unity4humanity.com/ for
more information)
2.
Trend Influence: Trend
Influence is an Atlanta based marketing strategy firm that works with clients
to help them develop sustainable sources of revenue. Established in 2000, Trend Influence focuses
on strategies involving branding. Their team
focuses on marketing and product innovation via a unique process that utilizes
modular insight and strategy techniques. The firm addresses the union of
consumer needs and cultural trends to identify opportunities. They have helped global leaders like Levi
Strauss & Co, Volkswagen and The Coca-Cola Company to create strategies for
their internationally known brands and products.
The
main consultants at the firm apply observational methods, emphasizing these
skills as a competitive edge. Their team members have two common threads – they
are experts in consumer understanding, market intelligence, and strategic
planning. By applying anthropological methodologies Trend Influence is able to
identify trends and their macro social drivers to help their clients understand
opportunities. The knowledge gained often leads to innovating new products,
brands or communications strategies.
The
firm has hired professional ethnographers to conduct consumer research
projects. Ethnographers are intensively
involved in the development and execution of the Trend Influence Insight service.
The Ethnographer is responsible for making sure each project is designed with
the most appropriate scope of insight and strategy tools to achieve the desired
project outcome. This individual must understand non-traditional as well as
traditional insight and strategy development tools, as well as provide
actionable recommendations. (See Trend Influence homepage http://www.trendinfluence.com/ for
more information)
3.
Context-Based Research Group: Context-Based
Research Group (CBRG) was established in 1999 by business anthropologist Robbie
Blinkoff who has a Ph. D. degree in anthropology. The firm combines the qualitative research skills of cultural
anthropologists, the communications and business strategy of marketing experts
to provide consulting services.
Building
upon cultural anthropology, Context ethnographers go into people’s homes, work
environments, and so forth to conduct ethnographic research to gain strategic insights
for its clients. The principal consultants are professionally trained in
anthropology and context ethnography that allows clients to understand their
customers in intimate ways.
Their
ethnographic research includes a variety of methods and reporting options. Their
clients include product design teams; Fortune 500 companies; large marketing
and communications agencies; strategic consultants and research companies. In
each case, they tailor ethnographic research to client needs to help them strategically
develop stronger customer relationships. Below are some representative projects
they have been involved with:
Consumer Insights
Context Consumer Insights provides a lens into
consumer behavior based on their ethnographic research. When looking for a deep insight
into the lives, attitudes and behaviors of customers, a Consumer Insight Deep
Dive Study may provide useful information. These custom studies delve into the
lives of consumers, targeting the specific areas of behavior and attitude that
align with the organization’s needs. The
results of these studies come in many different forms, including consumer
segmentations and detailed maps of consumer behaviors and attitudes.
Unmet Product Needs (Product
Development): The best new products are those that fill a
particular void in people’s lives. Unfortunately, people often can’t articulate
their needs, or do not even realize what they are. Context’s Unmet Needs
Studies examine people’s behaviors in certain categories, looking for any gaps
between what people have and what they need. Unmet Needs Studies typically
collaborate with product design firms. Product designers accompany Context anthropologists
and enter into people’s homes and workplaces, to help develop new product. At the end of these studies, the consultants
at Context work with the design firm to deliver an ethnographic model showing
consumer needs and product concept sketches designed to meet those needs.
Segmentation Deep Dive Segmenting customers is a critical first step
in marketing efforts to identify core target markets. Context consultants conduct
ethnographic studies to discover how market segment(s) impact how and why
people actually behave the way they do.
Marketing & Communications
Deep Dive In
order to create meaningful promotional campaigns, marketers must understand how
their products and services fit into their customers’ lives and contribute to
it. Context ethnography seeks to capture
unarticulated feelings around brands and what they represent to your customers.
These studies provide clients with the information needed to accurately
position their products in the marketplace and create messages that retain
loyal customers and attract new market share by understanding how products fit
into the lives of consumers. The
result of this type of study is a more holistic understanding of existing and
potential target markets.
Product Testing
The best way to evaluate a new product is to study people using it in a
real life situation. Context’s Product Testing seeks to develop an understanding
of consumers and their behaviors. Consumers use the products being studied for
an extended period of time, asking informants to keep a visual and written
record of their use of the product. Direct
observations are made periodically. The product
of this research is detailed feedback about how people use and feel about the
product, and recommendations for improvements, marketing, and even
complementary products.
Big Picture/Visioneering To
plan for the future, business managers must evaluate the present. Context’s
ethnographers observe customer’s current behaviors, looking for clues regarding
unmet needs. This observation in combination with an in-depth interview or
projective interviewing technique enables clients to make projections about how
their product or service will resonate with consumers.
Ethnographic Panels
Context anthropologists meet with a select group of participants
multiple times over an extended timeframe. Between meetings, the participants keep
written accounts. Because these studies are conducted over a long period of
time, the study objectives often evolve. Context researchers and the client
work closely on these studies to monitor the findings, and to keep the research
design relevant and up to date. The findings of these studies are delivered at
periodic intervals, culminating in a final summary at the end of the study and
in the future.
Customer Insight Trend Assessment
Businesses often need to gain insight into
customers quickly and inexpensively. The Consumer Insight ETA can be completed
in only a few weeks, is economical, and offers broad, vibrant insight into a
specific group of people or into people’s feelings and behaviors around a
certain subject. These studies result in a collection of photographic and interview
evidence from the participant group, along with longer interview, observation
reports and a summary. These studies are ideal for gathering information for
new business pitches, or when conducting exploratory research that precedes a
larger research project.
Industry Trendspotting The Trendspotting ETA studies a particular industry or segment of the population to discover “what’s hot.” Context anthropologists conduct a combination of observation and interviewing around a subject with an eye towards what is new. The end result of these studies is a collection of photographs and quotations from the population studied, along with a list of trends that need to be monitored.
Organizational Development Studies Understanding the employee experience is increasingly important, as organizations constantly evolve to keep up with the marketplace. Unfortunately, honest and candid feedback from employees is often hard to acquire. Organizational Development Studies use ethnography to uncover employees’ true behaviors, attitudes and emotions about the workplace. These studies vary greatly in focus from organization-wide to a small targeted group. The objectives range from very broad, to gauge how people feel, to very specific, focusing on a particular issue. The results vary depending on the scope of the study itself.
