Digital anthropology studies the relationship between people and digital—the software, systems, and technologies created using binary code. And while its scope may be complex, the goal is simple: to understand the consequences of technology usage for people. While many believe that real-world interactions are more valuable than those made online, digital anthropologists understand the pitfalls of such generalizations. By taking an objective approach, digital anthropologists can more deeply investigate—and optimize—how online experiences affect everyone.

This playbook breaks down four key lessons of digital anthropology, with real-world applications for brands looking to deepen their relationships with consumers. Content includes:

• Technology as a reflection of—not a distraction from—core human needs
• Why an unbiased approach is key to transforming user interactions
• The outcome-led method for digital engineering