Customer experience is one of the most pressing mandates for companies. Executives increasingly turn to anthropological research methods to uncover problems in customer journeys, but methods themselves are not anthropology. This means businesses are missing out on the deeper value that anthropology has to offer. This panel explores consumer anthropology, an approach to the customer experience that contextualizes research and translates findings into strategic and impactful action. This session brings together a panel of business anthropologists working across media, architecture, advertising, and technology to discuss how anthropology differs from UX, CX and qualitative research and then to demonstrate how anthropology can redefine brands, business models, and customer experiences.