Vosages & The Story of People

Thursday, June 23, 2011

thanks to blonde+blue for the image
How do you learn about people, as a researcher?  In the July/August 2011 edition of Afar magazine, an interesting interview with Vosages Haut-Chocolat founder Katrina Markoff made me think a bit differently about how I learn about people.

Markoff says, "Food is how I learn about a culture - through what the people eat and how they eat.  You go to restaurants where people are passionate about what they're making, and you say, "I want to see.  I want to learn."  And they lead you down a new path.  Those are the best discoveries."  (Buchmeyer, Jon Paul.  "Nomad Chocolatier."  Afar July/August: 52-53.)

A few things about this quote grabbed me.  Markoff's attitude of wanting to learn, her curiosity, must be communicated by the qualitative researcher.  People are willing to share so much more when they sense genuine curiosity.

Second, Markoff has an interesting window into culture via food.  The sensorial realm can tell much about people, culture and their relationship to products and categories.  I'm excited to look for new windows into how people think via sensorial stimulus in their lives.


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