Studying consumers is this anthropologist’s business

​My alma mater, Grinnell College, published a nice feature on my work as an anthropologist in business. "'The study of humans by social scientists is particularly useful', explains self-employed anthropologist Amy Goldmacher '96, on the “fuzzy front end” of design. 'I partner with product and software design companies that need to know something about their users or potential customers, in order to help them design new products and services,' she explains. And it’s traditional ethnography — spending time with a group and observing how they live — that she uses to answer those questions." The whole article is here:

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What people say,

what people do,

and what people say they do

are entirely different things.

Margaret Mead,
Renowned Anthropologist


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