![]() ![]() One such example is consumers feeling the pressure to change what they usually wear (like buying vintage clothing) to reimagine a look that works with reduced makeup and beauty products. This core belief gives meaning to the idea of gender equality in the context of beauty and it currently manifests itself in a number of ways in consumer behavior. Gender equality = the flexibility to disconnect from the world around you. Going back to the case of gender equality in beauty, here's one example of a core belief we uncovered by taking an anthropological approach and using the iceberg model. That is, the motivation behind wanting to do something. They are almost never truly logical, and they teach us about 'the why'. Core BeliefsĬore Beliefs are ways in which people give meaning to trends or ideas in culture. It's what we would consider a 'packaged representation' of something that is actually a lot more exciting or challenging. It's also partly because you as a researcher have not realized that what you think is the trend is actually just the most logical version of that trend. And in the modern context, there's so much pressure on sounding logical or "of sound mind" that some kind of logical framework is inevitably placed around the response. It's partly because consumers have a very difficult time reflecting on why they think the way they do. natural looks, less makeup, better focus on skin health etc. If you ask consumers about it, you'll get logical and anticipated responses that are all typically well above the surface. Let's say you care about gender equality in beauty. It is the most logical version of that trend. The iceberg model of 'meaning' tells us that the culture or trend (or whatever you'd like to call it) that we all see above the surface is actually ONLY the macro-version of that trend. We want to discover what lurks beneath the surface of these icebergs and we want to be able to judge well in advance whether these offer incredible threats or exciting opportunities for our businesses. Which is exactly why we are so passionate about the application of anthropology to the study of culture and trends in society. At which point we come up with ideas like "fast follow" to try and compensate but the results are rarely powerful. The problem is that by the time we discover that this previously benign iceberg is actually a game changer for our business. No, this isn't the plotline to the Titanic (film), but rather a common problem we all face in corporate research and development. But as we get closer we start to discover that it may be a significant threat to our very existence. We take a look at it from afar and it seems like it is fairly benign. ![]() And we are, as insight and innovation leaders, sitting on a ship headed towards it. ‘Definite’ and ‘probable’ rheumatoid arthritis 10ĬONTACT WITH OTHER PARTS OF N.H.S.Culture is very much like an iceberg. ![]() Hypertension and hypertensive heart-disease 11Ĭasual diastolic blood-pressure 100 mm. Glycosuria and ‘diabetic’ blood-sugar curve Lung cancer, males aged 55+, would be firstĭetected at mass radiography (1 in 2 years) Suspect, probably inactive pulmonary tuberculosis Previously unsuspected pulmonary tuberculosis, patientsĪged 15 and over, would be detected at mass radiography Radiological evidence of pulmonary tuberculosis Total present in the practice, including undetected and potential disease The annual number of new cases and the age-groups of all patients, with data on precursors and associated signs for some diseases, are given. Table II shows the experience of a year in the practice, with disease known to the general practitioner on the left, and the undetected cases on the right. These numbers are mostly based on surveys of whole communities for a particular condition, and I have assumed that the hypothetical average general practice will contain the same proportion of people with these conditions. 2–16 By the methods described by Morris, 17 I have tried to ‘complete the clinical picture’ by estimating the numbers of people with undetected or potential disease who might be found on search. I have estimated the number of patients in this practice who would be ‘known’ to have certain diseases according to morbidity statistics. ![]() The practice has been given a list of 2250 (the nearest round number to the average list of general practices in England and Wales in 1960 1), and the age and sex distribution of England and Wales in 1960 2 ( Table I). In this paper I have used epidemiological methods to show the nature and size of some of the problems in England and Wales, by adjusting the relevant data to a hypothetical ‘average general practice’. There is much interest in the role of the general practitioner in early detection of chronic disease and in its prevention. ![]()
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