It is behaviour that is passed down and adapted through generations to create social norms and from peer to peer to assimilate trends into the cultural mainstream.
Learned Behaviours: Culture is also a practice. We operate implicitly through a set of shared meanings to give us structure and guidance in the world. Culture is a set of meanings that we convey as individuals and read in others: tweed jacket vs. Shared Meaning: From our clothes to our gender identity or morning routine, everything has meaning behind it. Meanings and learned behaviours does this successfully because it codifies Win buy-in from clients, executives and stakeholders in order to create the Researchers may be in our work and amongst each other, we need definitions that In with detail and nuance our clients will lose interest. However, the hard reality is that if we rush In order to overcome this barrier to engaging more deeply with culture, we propose a simple definition that market researchers can use to bring it into the mainstream:Ĭulture is shared meanings and learned behaviours. Our lack of aĭefinition means that industry side-lines culture and the opportunities it In a way which is meaningful and impactful for businesses. Culture feels like an academic concept and is hard to translate ‘market differences’, a damp squib of a term for what is actually a complex webĭo we fail to integrate cultural insight in a meaningful way, when we know thatĬulture is inherently interesting and compelling? We suspect market researchersĪre careful about only ‘measuring’ and reporting on things we have a clearĭefinition for. Variations in survey results are described as 
We begin clientĭebriefs with penetration statistics, household expenditure and demographics,īut we rarely attempt to immerse our clients in the culture their product is When we go to work we often switch off our cultural curiosity. Intelligence doesn’t come naturally in corporate settings, even for researchers. But if we’re so naturally gripped by the idea ofĬulture, why is it so hard to get traction for the value of culture in Greatest human achievements – we flock to art galleries and read the latestīooker Prize–winning novel. Finding out what makes France French, Spain Spanish
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