Welcome back our returning contributor, Aaron Keller, Managing Director of Capsule!

This year Aaron Keller and the Capsule Research Team will be focusing on their on-going research – the studying one consumer category. Each month Aaron Keller and the Capsule Research Team will be using one consumer category and looking into the influence of design in the broadest use of the term. They call this opinion series, “Category Ethnography” and they are starting the series with delicious ice cream.