Yes, why hire an anthropologist for business purposes? Anthropologists give companies answers through the outcome of qualitative studies, particularly through ethnographic observations, and therefore give a greater insight about their customers and users than from quantitative research.
“For business, what do anthropologists bring to the party? Why hire an anthropologist? Despite the popular tropes, we would argue that it is not about going ‘deeper’ or getting ‘truer’ by virtue of our exotic disciplinary ancestors. But it is about helping businesses think differently about their endeavors by providing a social, cultural lens that focuses on the social assemblage within which products, people and institutions are engaged. This lens is truly different for business and is rarely applied without the help of anthropologists. Anthropological perspective can spur creative possibility, illuminate markets, make for more effective teams and frame a different set of solutions.”