Move me: On stories, rituals, and building brand communities

Abstract

This paper takes on the challenge of understanding behaviour change through the lens of anthropology. In the field of market research, the goal is to find the leverage points of emotional connection that will inspire a desired behaviour. But traditional approaches to research have relied on methods that neither capture these triggers of change, nor inspire connection. Alternatively, an approach to research based on rituals induces transformational experiences that by their very definition are grounded in emotional connection. This paper details a framework for ritual‐based research, and provides case studies of how and when rituals might be used for gathering market insights. We conclude with recommendations for extending the approach into engagement opportunities and creative executions.