« In Anthropology, you must consider that the Other, in his otherness, always has Reason, because he has his Reasons, it's up to you to discover them! » (Denys Cuche)
Why « The New Anthropology » ?
First of all because Anthropology is our main theoretical anchor. With its three competences in cultural, social and symbolic Anthropology, The New Anthropology, displays this identity and the related skills of decoding, analysis and anticipation.
Secondly, because Anthropology is by definition the human and social science, which aims to apprehend the Other in his or her otherness, in order to understand the reality in which he or she lives. And it is in the understanding of this reality that one's behaviors, one's uses, one's choices, its decision-making processes become intelligible, "anticipatable" and actionable. Anthropology is therefore profoundly marketing.
And to go even further in this demonstration of legitimacy, we consider Anthropology to be the most "client-centric" of the human and social sciences, since it consists in understanding the experience of the other (and therefore potentially the client-experience) from within his or her experience. So at TNA, rather than marketing targets, touch points and tactics, we talk about clients, experiences, emotions, understanding, anticipation and strategy.
We also think it is worth remembering that Anthropology is not just "going to the client to see how things are going", but that Anthropology is a Human Science that is more than 100 years old, with tools, concepts, paradigms and frameworks of analysis that offer A REAL STRATEGIC ADVANTAGE in terms of understanding and anticipation.
In short, Anthropology, through the power of its analysis, allows you to reach THE WEAK SIGNALS (not really conscious but present in the flower of the clients' consciousness), which then allow you to ANTICIPATE THE DESIRES of your clients and to be truly strategic.
Anthropology is, in the age of big-data, a real DEEP-DATA tool. So at TNA, we guide you towards STRATEGIC MARKETING rather than reactive marketing.
The New Anthropology then displays its MISSION in this purely anthropological posture, but applied to the MODERNITY of marketing; because we aim to help you understand the “real realities”, experiences, intimate mechanisms, imaginations and deep motivations of your clients, in order to help you act strategically these EMOTIONAL DRIVERS.