TMRE @ Home 2025

[Moderator]
We’re going to move right along to our next session: The Anthropology Advantage. We were just talking about semiotics, and now we’ll shift to anthropology — specifically, how it can help uncover hidden consumer needs for breakthrough innovation.

We’re joined by Natalie and Cheryl Auger, our long-time friend from Lux Research. With that, I’ll hand it over to them.

[Cheryl]
Hi, I’m Cheryl Auger, Senior Director of Research for Consumer Insights at Lux Research, Inc.

[Natalie]
And I’m Natalie Taake. I lead the innovation team at Kroger for our private label division, and I’m a client of Lux Research.

Today, we’re going to talk about using anthropology in research and the benefits of taking an ethnographic approach.

We’ll start by discussing what anthropology offers, then share concrete examples to bring it to life — particularly focusing on healthy aging, which is an area of growing client interest. Finally, we’ll wrap up with some key takeaways.

[Cheryl]
At Lux Research, we use ethnographic and observational analysis to gain consumer insights. We analyze online discussions that happen organically — not based on prompted observation — and gather a representative sample. This approach has allowed us to significantly reduce the time required for traditional ethnographic studies.

As we analyze these discussions, we don’t just look at direct mentions. We also focus on implicit themes and the broader context. That’s important because people often struggle to articulate their deeper beliefs. Observational analysis helps us uncover what’s truly meaningful to consumers — the “why” behind behaviors and trends.

It also helps us distinguish between lasting cultural shifts and fleeting fads. This deeper understanding aligns innovation with consumers’ core needs and values.

[Natalie]
Those of us who’ve worked in research for a while probably remember standing in people’s kitchens, watching them prepare meals or do dishes. Today, thanks to social media, people are sharing their thoughts online in real time. We don’t need to be physically present anymore — we can be with them through their words.

Innovation is often seen as an art, but it’s also a science. And anthropology, I’d argue, is the science of innovation.

Example: Healthy Aging

[Cheryl]
Let’s explore an example that resonates with both consumers and innovators: healthy aging. We’ll focus on three key areas, starting with the desire for a supportive community.

This desire spans generations — from people in their 40s to those well into retirement. As our bodies change with age, so do our needs for connection and motivation. Lifestyle adjustments like diet or exercise are easier with community support. People want to share challenges and successes, feel proactive, and stay in control of their health.

A strong community also reduces loneliness, especially after retirement or when other social structures — like school or work — are no longer present. Importantly, it’s not just about celebrating wins; it’s about finding safe spaces to discuss fears and uncertainties as bodies change over time.

[Natalie]
I love that this trend ties directly to wellness. It’s not just about wanting connection — it’s about linking that connection to mental, emotional, and physical health. As society evolves — fewer people go to church, malls are disappearing, remote work is reducing social interaction — the need for intentional community design is growing.

Look at breweries with family spaces, or food halls — these are evolving to meet social needs. As brands, we need to think about how to support social wellness as part of overall health.

Women and Proactive Health

[Cheryl]
Next, let’s talk about women’s health. We’re seeing a growing awareness that women have been underrepresented in medical research. Many women feel dismissed by healthcare professionals, so they’re becoming proactive advocates for their own health and wellness.

They’re seeking holistic solutions — integrating physical, emotional, and social well-being. One strategy is turning to alternative medicine to complement, not replace, traditional care. We’re seeing growth in yoga, meditation, herbal remedies, and functional foods.

Reproductive health is a top concern, and priorities evolve with age. Women in their 30s focus on proactive aging; in their 40s and 50s, they’re rethinking menopause. But there are still many barriers — from social stigmas to healthcare access and cost.

[Natalie]
This shift reminds me of the MeToo and Black Lives Matter movements — people feeling empowered to speak out after being silenced. For women, the focus is moving from just clinical needs to quality of life.

Generational change is driving this. As millennials enter menopause and Gen Z starts families, their beliefs and needs differ from past generations. That creates opportunities for brands to develop new products and services tailored to these evolving expectations.

Fiber and Simplicity in Nutrition

[Cheryl]
Finally, let’s talk about fiber. There’s a growing awareness that people aren’t getting enough. Consumers associate fiber with gut health, blood sugar control, and satiety — but concerns about taste and convenience persist.

People want to feel empowered and in control of their diets. Fiber is seen as a simple way to eat healthier and feel less guilty about fats and sugars. For weight-conscious consumers — especially those not on GLP-1 drugs — fiber supports fullness and appetite control.

There’s also a nostalgic link: whole foods rich in fiber evoke simpler, more “genuine” times. But there’s a tension between wanting health, taste, and ease. If brands can solve for that, there’s huge potential.

[Natalie]
Honestly, I think we missed this trend when we chased the plant-based fad. That’s been one of the biggest missteps of my career.

The plant-based boom was driven by health and diet fads — not sustainability. But many companies, including mine, hoped it meant consumers were finally voting for planetary health. In hindsight, we were listening to the noise instead of the real anthropological cues. If we had, we’d have seen that this was a temporary wave — not a long-term shift.

Key Takeaways

[Cheryl]
As we wrap up, here are a few key points:

1. Get to the “Why” – Understanding the deeper reason behind consumer behavior is crucial for innovation.

2. Anthropology is the Key – It helps distinguish fads from real trends and connects us to consumers’ values.

3. Research Must Evolve – As consumers change, so must our research methods. Traditional quant still has its place, but new methods like observational analysis give richer insights.

[Natalie]
Exactly. My teams are shifting away from traditional concept testing. Consumers often don’t do what they say they’ll do. Anthropology helps uncover unspoken needs by analyzing implicit behaviors. If you’re not using tools like this, you’re missing a critical path to innovation.

Audience Q&A

Q: Traditional ethnography requires deep immersion. How does your method address the “say-do” gap?
[Cheryl]
Great question. We analyze consumers’ natural language in a broader context to uncover their core beliefs and how those manifest as behavior. It’s about linking what people say with what they actually do.

[Natalie]
And don’t forget — your own organization’s context matters. You have to marry consumer insights with what’s realistic for your business.

Q: How is AI shifting anthropological research?
[Cheryl]
AI is augmenting, not replacing. It allows us to scale sample sizes and speed up research. But our anthropologists still provide the deep, nuanced understanding that makes our insights valuable.

Q: What did we get wrong with the plant-based trend?
[Natalie]
We assumed it was about sustainability. In reality, it was a diet fad. We listened too much to advocacy groups and not enough to consumers. If we’d paid more attention to anthropology, we would’ve seen the fad for what it was.

[Moderator]
Cheryl, Natalie — thank you so much. That was fantastic. We really appreciate your time.