etic
adjective / ET·ic or E-tik
of, relating to, or involving research of cultural phenomena from the perspective of one who does not participate in the culture being studied—compare EMIC
emic
adjective / EE-mik
of, relating to, or involving research of cultural phenomena from the perspective of one who participates in the culture being studied—compare ETIC
emicity
noun / ee-MISS-i-tee
a research partner that immerses itself in the minds and hearts of your target customers, taking on their perspectives and uncovering tribal-level insights that help drive your brand forward—see also CONSUMER INSIGHTS INC.