a / a specific task
a question.
a way forward
understand people, develop a strategy, shape a campaign or join the creative process
research / strategy / creative / content
an anthropological perspective / practical solutions
i see connectionswhere you seefragments
research, strategy, consultations and creative collaboration. i work with professionals who need a different perspective to bring their mosaic together
[ 01 / perspective ]
i have worked in the creative industries for over six years
communication and content strategies, brand audits and field research
my approach is grounded in sociology and anthropology, enriched by postgraduate study in visual and cultural history
behind this range of work is one consistent method: participant observation and thick description
[ 02 / where we begin ]
one method. different depths
b / a moment of uncertainty
a feeling.
a direction
bring scattered thoughts and signals together. understand what is happening, what matters to you and what step is possible
consultation / a person or a project
to act, first we need to see
[ 03 / how i work ]
from a question
to clarity
field observation and thick description. one approach to a specific task or the search for direction
01
the question
a clearly defined question is half the work. we begin with a specific question or a sense of uncertainty and decide how deeply to explore it
02
observation
interviews, everyday practices, language and materials.
attention to what is said and what emerges between the lines
03
connections
i connect details with context, motives and contradictions.
i distinguish findings from hypotheses
04
action
a strategy, a creative solution or clarity
that becomes a foundation for action
[ 04 / projects ]
projects
six projects
different contexts
urban community research
cities / people / participation
nov bureau
researcher · sociologist and cultural anthropologist
surveys and interviews with residents
for public art projects and urban spaces
schools in small towns
education / teenagers / communities
kruzhok
project manager and curator
launching travelling schools from start to finish
and supporting regional programmes
culture: a brand's language
fragrance / memory / sensory experience
predubezhdai
art director · creative curator · writer
visual identity, shoots and collaborations
with writing on culture and anthropology
a banya blog
banya / ethnography / rituals
nude
content strategist · audit and recommendations
audience research, content pillars and channel roles
for a blog about russian bathhouse culture
heritage: a growth opportunity
architecture / heritage / strategy
etc.
strategist · positioning and communications
positioning, tone of voice and a content system
for a new architecture practice
a new life for things
charity / clothing / community
spasibo!
pr and communications · partnerships and collaborations
building awareness and working with commercial partners and influencers
[ 05 / about ]
elizaveta
kuznetsova
“observing everyday life closely and turning it into stories to share with others”
attention as a working tool
i am a cultural anthropologist. observation and attention to context underpin my work in strategy and creative practice
my experience spans research for urban projects, educational initiatives and cultural media. i work with professionals who need a perspective that brings their mosaic together
education
saint petersburg state university × bard college
sociology and anthropology · 2018-2022
università degli studi di milano
cultural, intellectual and visual history
master’s programme · since 2025
[ field notes / blog ]
noticing
the unnoticed
i love exploring the unexpected workings of the seemingly most obvious things in our lives. that is how the blog began
everyday life · rituals · language
read on instagram[ let’s start with your question ]
need a fresh
perspective?
tell me about a task, project or situation where the next step is unclear. together, we will find a starting point
elizaveta kuznetsova / an anthropological perspective and strategy