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Anthropological Research

for Real Insights and Creative Strategy

About Us

Impactful research for impactful brands

HABITUS Research was founded by Social Anthropologist Dr. Aybil Göker and Creative Strategist Alper Göker. In contrast to the conventional types of market research generally employed in the world of marketing and advertisement, HABITUS provides a deeper, richer understanding and analysis of target groups’ worlds of meaning.
We do this by applying ethnographic research methods to obtain the real insights “closest to the reality”, interpret it and then suggest creative strategic proposals to help and benefit our clients to reach their targets.

Alper Göker

Punk-Rock, Skateboard

Alper Göker
Creative Strategist

Aybil Göker

  • Italian High School
  • Boğaziçi University - Sociology (BA)
  • London School of Economics (LSE) - Social Anthropology (MSc)
  • University College of London (UCL) - Anthropology (PhD)

Cem, Tevafuk, Kahkaha

Aybil Göker
Research Director, Fieldworker

Harun Aksu

  • İstanbul High School
  • Fachhochschule Stralsund - Tourism Management (BA)
  • Yeditepe University - Tourism Management (BA)
  • Yeditepe University - Anthropology (MA)
  • Yeditepe University - Anthropology (PhD)

Evet, Belki, Hayır

Harun Aksu
Project Director, Fieldworker

Baldan Ceren Peynirci

  • St. Joseph High School
  • Yeditepe University - Anthropology (BA)
  • Yeditepe University - Psychology (BA)
  • Maltepe University - Psychology (MA)

candide, pangloss, martin

Baldan Ceren Peynirci
Project Director

Irmak Dalgün

su, nima, huy

Irmak Dalgün
Project Director

Yasemin Altunbulak

"Flaneuse" with camera

Yasemin Altunbulak
Visual Anthropologist

Ersan Avcı

Eadem, sed aliter

Ersan Avcı
Project Director

Güney Nalbant

Amaç, Kapsam, Yöntem

Güney Nalbant
Project Director

Serra Kaya

.

Serra Kaya
Project Director

Kemal Timuroğlu

.

Kemal Timuroğlu
Project Director

Naz Kural

toprak, yeşil, lagom

Naz Kural
Project Director

Cansu Bakar

Dam üstünde saksağan

Cansu Bakar
Project Director

Deniz Kurtuluş

Bisiklet, Rotterdam, Pluto

Deniz Kurtuluş
Project Director

Wesam Hassan

.

Wesam Hassan
Project Director

Melike Poyraz

.

Melike Poyraz
Intern

Zeynep Atıcı

.

Zeynep Atıcı
Organizer

Turan Aksu

Su, Can, Gülperi

Turan Aksu
Abi

Cenk Esiner

intentionally left blank

Cenk Esiner
Analyst

Habitus Research

Why Habitus Research? Our research techniques, our academic and corporate knowledge, our team of experienced (and fun!) anthropologists.

HABITUS co-founder Dr. Aybil Göker, a seasoned social anthropologist with a vision, is the head of the research team. Our other co-founder Alper Göker, an expert creative strategist in the advertisement sector, synthesizes the outcome data to produce the “creative strategy” for our clients.
Their partnership is unique in that ethnographically collected data is analyzed from two complementary perspectives. This allows us to provide our clients with marketing strategies which are both creative and grounded.

Habitus Research seeks to understand the emotional bonds that people develop with objects, places, people and ideas. In order to do this, we need people’s narratives that are constructed freely by them selves.

Ethnographic research provides data from actual daily life practices. It can only be conducted in natural settings and it is precisely this “naturalness” that allows ethnography to collect detailed reliable data from the real lives of people. Our team of experienced and dedicated anthropologists are trained and qualified to conduct ethnographic field research.
With a repertoire of techniques such as participant observation, in-depth interviews and colloquial conversations, they are able to produce detailed portrayals of lives that are beyond the scope of comparatively superficial focus group and questionnaire techniques.

What makes ethnography such a powerful data collection method?

Ethnography aims to find answers, rationales and reasons that lie behind people’s daily life choices; the real factors that shape people’s behavior. Instead of rigid, formal, pre-determined question-and-answer structures, ethnographic method relies on rapport; leaves informants free to construct their own sentences and narratives, lets them talk with “their true voices”.
We give our informants freedom and option as much so that they develop their own stories and narratives. Thus, we provide what can not be provided with limited question and answer techniques

We are anthropologists ...

We take people and their stories seriously. We believe that people can not be reduced to mere numbers and the colorful variety of people’s stories cannot be squeezed into rigidly structured questionnaires. We aim to find out and understand which commodities, goods and behavior people attach value to and investigates underlying reasons thereof
We devote ourselves to find the detailed and deeper answers to the question “Why?” and We bring out the voices from the real life; and real life is out there in the streets, in houses, workplaces; not in sterile, fluorescent-lit interview rooms.

How do we work?

We conduct theoretically and thematically informed “conversations” with our informants, focusing on the previously studied and targeted concepts. Yet, as experience shows, every field has its own spirit and unthought concepts may come up from our informants.
Putting our informants at the center, we carefully follow what they need to say and explain and try to discover the relations of their ideas to our initial subjects of research. We strictly keep to our professional code of ethical conduct. For instance, we take careful care to show proper respect to and protect every participant’s privacy during research.

Habitus Research

We use corporate ethnography to provide insights on how to improve the work atmosphere. We study the influence of culture and individual diversity in corporate and organizational settings and present concrete solutions on how to enhance team building, internal and external communications as well as organizational restructuring frameworks and design. We place equanimity, dynamism, and the ability to analyze and ask the right questions at the center of our work. Hence, facilitating and conducting participatory workshops to reach maximum precise, innovative as well as applicable outcomes is granted.

We offer consulting services to agencies and organizations working in the field of international development sector. We work with grant donors as well as grantees from civil society organization in the process of projects development, design and qualitative evaluation. Our anthropologists use ethnography and participatory action research as main approach and methodology to give nuanced and evolving perspectives on the process of social change from community as well as stakeholders perspectives. As trained ‘outside’ observers and skilled writers, we document and analyze the researched topic considering the unfolding and evolving nature of the environment surrounding the target group/ research interlocutors.

Habitus research have experienced anthropologists who worked in the field of international development on international level with focus on gender mainstreaming and inequality issues, HIV and AIDS and sexual and reproductive health and rights for women and young people. Basically, we combine the theories of anthropological thoughts, theories of developmental practices as well as hands on ethnographic research along with precise conclusions and outcomes from the creative strategy team of our company.

Ethnoshopping
Ethnoshopping

Ethnoshopping model approaches shopping with a holistic perspective. What we do IS NOT “consumer culture”. We collect stories and narratives on shopping. We analyze the cultural dimensions of shopping. And we finally turn the ethnographic data into the solutions you need.

Dream & Create
Dream & Create

Are you launching a new product? Are you planning a sensational event? Are you designing a new service that will win the hearts of people? Habitus Research designed this model to help you to make a difference in the market. We ask people to design, create and narrate your product/service. Let people dream and create for them and let us analyse their dreams.

ETHNOMIRRORING
ETHNOMIRRORING

Some people accept to be recorded, some don’t. Sometimes people may prefer to talk in total freedom, without any anthropologists present. Habitus Research gives this opportunity to informants and let them talk and record their own voices without any outside interference. With this model we can understand how people desire to perform and project themselves.

ETHNOSENSES
ETHNOSENSE

Why do certain smells have more impact than the others? Taste? Which music does remind us home? Do cities have a smell? We developed this model through the anthropology of senses. What are the cultural contexts that these senses are talked through? Habitus Research collects data on senses and analyses these senses in different cultural dimension.

ETHNODIGITAL
ETHNODIGITAL

We have developed this model to research and analyze the lives of individuals/consumers both in online and offline domains. This approach is crucial for those companies competing in the digital world.

ETHNOHEALTH
ETHNOHEALTH

We have developed this model specifically for the pharmaceutical and medical industries. It mainly relies on the medical anthropology sub-discipline. We study medical language and it’s conversion into everyday language. Ethnohealth model is constructed to democratise the language between medical doctors and patients.

ETHNOPITCH
ETHNOPITCH

It is a fact that the pitch processes are becoming harder and harder. Advertisement companies are in fierce competition to find the real insight and secure clients. Data collected from sterile focus group interviews are not enough anymore. We have developed this model to provide strategy departments with true insights, and help them through cramped and congested pitching periods.

ETHNOGLOBAL
ETHNOGLOBAL

Is your company aspiring to be a global brand? Let us help you with our region-based anthropologists. You name your target region and we conduct ethnographic research there.

What people say?

Habitus’un Damla için yaptığı çalışmadan sonra etnografik bir çalışmanın bir markanın geleceğini nasıl etkileyebileceğini net biçimde gördük. Etnografik araştırmalar bizi taze içgörülere en çok yaklaştıracak tür kanımca. Dolayısıyla Habitus bizim için; bildiklerimizi değil bilmemiz gerekenleri işaret eden, yeni sorular sorduran, gözlerimizi parlatan ve dönüp dönüp tekrar bakacağımız sonuçlar ortaya koyan bir iş ortağı.

SONAT ANTEPLİ, Coca Cola Content Excellence Group Manager

What people say?

Geleneksel araştırma biçiminden sıyrılıp kendine özgü araştırma yöntemiyle bizi anlamaları, anlatmaları, işi sahiplenmeleri ve profesyonel bir ekiple çalışmanın vermiş olduğu özgüvenle yolumuza daha sağlam adımlarla ilerliyoruz. Basın sektöründeki hedefimizi büyütmek ve okur memnuniyetini güçlendirmek için işbirliği yaptığımız Habitus Research’ün araştırma biçimi bizi oldukça memnun etti.

ÖZLEM AYDEN, Cumhuriyet Gazetesi Reklam Müdürü

What people say?

Habitus bilimsel kaygıları ön planda tutan, ahlak anlayışı yüksek çalışmaları ile bize katkı sağlamıştır. Klasikleşmiş odak grup ve anket çalışmalarının dışına çıkıp en çok ihtiyacımız olan; gerçek iç görüyü ve stratejik bakış açısını antropolojik araştırmalar ile sunan Habitus’u sadece bir araştırma şirketi olarak tanımlamak imkânsızdır.

VOLKAN İKİLER, Concept Ajans Başkanı

What people say?

Habitus akademik kökenli ve saha tecrübesi yüksek kadrosuyla klasikleşmiş araştırmaların çok ötesine geçiyor. Sahadan çıkardıkları gerçek içgörülerle eksiklerimizi ve stratejik aksiyon planlarımızı ortaya koyduk. HABITUS ile yeni çalışmalar içine de girecek olmaktan mutluluk duyuyoruz.

ARMAĞAN HAZAR, Ford Trucks Pazarlama, İş Geliştirme, Strateji ve Ürün Planlama Müdürü

What people say?

Habitus, akademi ve yaratıcılık gibi iki disiplini buluşturarak kılavuzluk işini layıkıyla ve ehliyle yapan nadir kurumlardan biri. Üstelik bunu yüksek bir iş ahlakı ve tükenmek bilmeyen bir enerjiyle yapıyorlar. Malumun çok daha ötesini ifşa edebiliyorlar. Kendilerine bugüne kadarki değerli kılavuzlukları için çok teşekkür ederim.

İSMAİL SEVAL, Leo Burnett Strateji Direktörü

What people say?

Habitus, hem müşteri ihtiyaçlarını anlama konusunda gösterdikleri çaba ve titizlik ile hem de konularındaki uzmanlıkları sayesinde pek çok kantitatif projeden edinemediğimiz derinlikteki veriyi edinme fırsatını bizlere sundu. Habitus; konu ne olursa olsun, beklenenden fazlasını sağlamaya yönelik heyecanları ile araştırmayı, müşteri açısından aydınlatıcı olduğu kadar keyifli bir deneyim haline getiriyor.

TALIN YILDIZ, Renault Mais Pazarlama Direktörü

What people say?

Habitus işlerini tutkuyla yapan, heyecanlı ve enerjik bir ekip. Araştırma disipliniyle kreatif bakış açısını birleştirmeleri onları her ajansın ve markanın çalışmak isteyeceği bir partner haline getiriyor.

YUDA SAĞMAN, JWT/ Man Ajans Stratejik Planlama Direktörü

What people say?

Habitus ile hem tüketici hem corporate olarak iki aşamalı bir etnografik araştırma gerçekleştirdik. Şirketimizin stratejisi ve ekip olarak aynı değerlere sahip olduğumuz bir yapı kazanmak için çok önemli bilgileri HABITUS’un değerli çalışmaları sayesinde edindik ve böylelikle çok önemli adımlar attık, atmaya devam ediyoruz. Kendilerine bu değerli çalışmaları için minnettarım.

SAMİ HOTAK, Karaca Pazarlama ve İş Geliştirme Direktörü

What people say?

Abdullah Gül Üniversitesi (AGÜ) günümüzün ihtiyaç duyduğu nitelikli insan gücü yetiştirmeyi ve transdisipliner araştırma yapmayı kendine amaç seçmiş bir dünya üniversitesi olarak şekilleniyor. Bu uzun ve zor sürecin başlangıcında antropologlardan oluşan Habitus Research ekibinin 11 farklı ilde gerçekleştirdikleri özverili antropolojik çalışma sayesinde Anadolu’daki gençlerin ihtiyaçlarını anlayarak stratejiler geliştirmemizde, geleceğimizi belirlemede, vizyonumuzu oluşturmada ve üniversitemizin konumlandırmasında bize kattıklarından dolayı teşekkür ederim.

PROF. DR. İHSAN SABUNCUOĞLU, AGÜ Rektörü
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350 North Lake Destiny Drive Maitland FL 32751 USA
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