Online anthropology

Date of publication: September 13, 2012

Company: MotiveQuest

Author: Colin Utley


A new methodological approach- Online Anthropology- was applied to surface fresh understanding of customer behaviour in the cellular category. The approach revealed a key insight that enabled Sprint to turn a loss of 565,000 customers a quarter into a gain of 1,100,00 customers a quarter.

Colin Utley


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