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Due to its culture, France lives under the myth of rationalism, its roots reaching deep into its past, its Cartesian mindset and secularism representing real barriers against everything irrational. Emotion and fantasy have long been held as interfering with reason, to be weeded out without remorse.

Qualitative research has this same heavy heritage and tends to focus on the reasons of consumer choice. It considers the individual as actor, as master of his choices, decisions and behavior.

The New Anthropology flaunts the rules and looks at everything we put under the term irrational, i.e. the emotional, imaginative, sensitive and symbolic, that informs consumers’ usages and attitudes, images and unmet needs, the irrational behind everything that slips past the conscious mind and represents the subsoil of our deeper drives, the ones that “make the individual tick, and act” whether they know it or not.

“Let’s not forget that the little emotions are the great captains of our lives and we obey them without realizing it” Vincent Van Gogh