Market analysis utilising cultural anthropological indicators

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Abstract
Suggests that cultural anthropological analysis affords a neglected tool for new product design and product improvement and this helps to minimise complexity and improve market effectiveness. States there are three objectives herein: examines the type of market where economic data alone may not be enough to make a proper market evaluation; evaluates the sort of factors which might be germane to choosing alternative markets for the current product and skills available; and suggests how such a qualitative analysis may be quantified in terms of cost variances to complete the necessary analysis. Conclusions are that only a when a wider range of data is available can a comprehensive new market strategy be finalised.

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