WHAT

IS
DIGITAL
ANTHRO
POLOGY
SM

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 What Is Digital Anthropology SM

A Different Look at Digital Monitoring and Anthropology

Prepared by Two West © 2010

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 A L W A T E R COOLER
A R O U N D THE DIGIT y that their
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impact your br

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 E N T IN T H E DATA
H E H U M AN ELEM
UNDERSTAN
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posit iv e ly s h a p e d y n a m ic c
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added revenue

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 WHAT IS DIGITAL ANTHROPOLOGYSM

Digital Anthropology SM:

For the most part, social media monitoring stops with
providing data. Numbers are gathered around an area of
interest, a few correlations are run between data points
and the findings are handed off to the client without any
emphasis placed on either what the data means or, more
importantly, how to use it. Digital AnthropologySM seeks
to connect the dots and uncover powerful, actionable
insights. Digital AnthropologySM helps move social media
monitoring from “what” to “why” to “what next.”

Combining digital monitoring with an anthropological

perspective, Two West brings a complete understanding
of the social media landscape. We examine basic human
behavior, macro trends, linguistic patterns and cultural
influences that basic monitoring reports overlook.

Two West will analyze the results of the Digital Monitoring

report(s) and pair with an investigation into human
behavior, macro trends, linguistic patterns and cultural
influences relating to the target audience. We will
analyze the data and findings and deliver a quantitative
and qualitative report with strategic recommendations
on site enhancements, social media direction and/or
product development.

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WHAT IS
DIGITAL
MONIT
ORING
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 WHAT IS DIGITAL MONITORING

DIGITAL MONITORING
Digital monitoring involves a deep dive into the online
space, searching for any and all conversation surrounding
your brand, your competitive landscape and your industry.
It uses relevant keyword searches to gather data over time
to provide strategic insights.

Two West monitors online conversation and social

media efforts over a specific period of time. We analyze
specific mentions and numbers (whether that is an
overview of keywords or the competitive landscape) and
deliver the report with key observational findings and
recommendations for social media strategy, company or
product modifications and/or website enhancements.

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THINGS
TO LOOK
FOR
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 THINGS TO LOOK FOR

NORMS
Cultural norms guide good marketing, design and
development. As an example, cultures shape how people
understand what is “food.” While it is seen as strange to eat
bugs in the West, they are a major source of protein in many
parts of the world. Anthropology looks to uncover these norms
and how they shape what we say, do, and believe.

Uncovering how people internalize these cultural norms gives

us insight to what “makes sense” and allows us to design
brands that will resonate rather than confuse or offend.

PROCESSES
How people get things done is another significant point of
investigation for an anthropologist, showing us how cultural
roles, beliefs about what is correct, and the order in which
events take place shape interaction with place, and tool or a
brand. For example, shopping is frequently done by someone
other than the consumer and involves a series of steps and
interactions. Uncovering these processes lets us design and
message to people at the right points in their journey.

MEANING
People have to make sense of the world around them
and assign meaning to their shared lives. Rituals, morality,
cosmology, even how we choose to clean our teeth are all
endowed with meaning. Anthropology uncovers not only the
meaning people assign to the world, but how that meaning
comes about.

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 THINGS TO LOOK FOR

WHAT PEOPLE SAY VS. WHAT THEY DO

It isn’t enough to ask people questions because
what they say and what they do aren’t always
the same. Look for what is going on in the physical
space, look for body language, and look for
interactions between people.

HOW DO THEY SOLVE PROBLEMS

Look for ways people adapt things to solve problems
in unusual ways. For example, using stickers on cell
phones to “tag” what belongs to them.

HOW DO THEY ORGANIZE THINGS

Look inside cupboards, car, purses, etc. How people
organize things can tell you a lot about how they
understand and manage their world.

WHAT ROLES DO PEOPLE ASSUME

How does behavior change in a given context?
What sorts of things are socially unacceptable in a
given context. Look for changes and roles people
seem to adopt in a given setting.

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 Have fun out there!
CONTACT:
GAVIN JOHNSTON
CHIEF ANTHROPOLOGIST, TWO WEST DISCOVERY + DESIGN
DIRECT 816.581.8202 | 816.471.3255
gavinj@twowest.com

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