On thick data, and interpreting the meaning of phenomena

I have followed Red Associates for quite some time (http://www.redassociates.com/) as they successfully integrate ethnography and social theory into effective marketing executions. 

In the below video, the speakers point out the difference between being aware of the meaning of something, and the interpretations of that - named phenomena-. 

This topic aligns with matters that concern all Anthropologists working in business, such as mistaken customer categories including "imaginary" market segments and the assumption that humans are aware of the reasons driving their behaviors. 

What stood out to me out of this presentation is the fact that brands can innovate and redefine themselves by uncovering the layers of meaning behind their service or business objective. 




Source: https://www.youtube.com/watch?v=zNUCmISvDs...