Anthropology Inc.

Forget online surveys and dinnertime robo-calls. A consulting firm called ReD is at the forefront of a new trend in market research, treating the everyday lives of consumers as a subject worthy of social-science scrutiny. On behalf of its corporate clients, ReD will uncover your deepest needs, fears, and desires.

Graeme Wood

Listen to people talk about how they break the rules, in other words, and you’ll figure out what they consider the important rules in the first place.