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Sociologist-For-Hire
People who like to avoid shocking discoveries, who prefer to believe that society is just what they were taught in Sunday School, who like the safety of the catchphrases of what Alfred Schütz has called the “world taken-for-granted,” should stay away from sociology. People who have no curiosity about human beings, who are content to admire the scenery without wondering about the people who live in those houses on the other side of that river, should probably also stay away from sociology. They will find it unpleasant and unrewarding. People who are interested in human beings only if they can change, convert or reform them should also be warned, for they will find sociology much less useful than they hoped. And people whose interest is mainly in their own conceptual constructions will do just as well to turn to the study of little white mice. Sociology will be satisfying only to those who can think of nothing more entrancing than to observe others and to understand all things human.
There are four basic ways people look at sociology
One group thinks sociology has something to do with social work because the words sound alike. Social workers focus on people, just like sociologists do, but then again, so do psychologists and anthropologists. The big difference is that social workers are caseworkers who provide support services, financial assistance, and supervisory roles, like probation and parole officers. Sociologists study human behavior.
A second group sees sociology as being like anthropology, which is close. The big difference is that anthropology studies people at the micro- levels: individuals, tribes, groups. Think Margaret Mead in Samoa and New Guinea. Anthropologists ran out of remote jungle tribes to study and now study urban tribal groups. Sociology looks at the bigger picture that goes on at the regional, national and global levels.
A third group of people thinks sociology is a fusty academic discipline where tenured professors spend grant money studying things that will further their careers. Some of that is true.
A fourth group knows much of today’s sociology has moved out of academia and into the world of businesses that sell products and services. Business sociology examines how consumers think and understands why the do the way they do. Business sociologists conduct studies using individual interviews, group interviews, and surveys on behalf of businesses that want to better understand their customers at regional, national, and global levels. The primary motivation of business sociologists is to find what products to build, which services to provide, and what the future holds so their clients can gain strategic advantage over their competitors.
Business Sociology is about people
Business sociology is the use of behavioral science skills outside of academic settings to examine and understand real-world markets, customers, and the competition. The Harvard Business School says institutions that once ignored human behavior have now opened their minds to the notion that a deeper understanding of humans’ wants, needs, and expectations has real value. They go on to ask this very good question: How can you possibly expect to succeed at business if you don’t understand customers and competitiors – or subordinates, superiors, and co-workers, for that matter?
Marketers seek to influence people. Sociologists seek to understand them. How can I help your business?
