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Episode 25 Product Design Ethnography with Dr. Amy Goldmacher

Anthropologist on the Street
Anthropologist on the Street
Episode 25 Product Design Ethnography with Dr. Amy Goldmacher

Dr. Amy Goldmacher (photo courtesy of Dr. Goldmacher)

Business anthropologist Dr. Amy Goldmacher works with product and software designers to empower them to understand their users and customers. Using ethnographic research, she helps design new and improved products, software and experiences that better meet people’s needs.

Working both independently and as an ethnography consultant at The Understanding Group, Dr. Goldmacher applies anthropological methodologies to help companies organize and manage complex information, clarify purpose, create better products, and more effectively reach customers.

To download or stream the episode, use the audio player above, or find AOTS through the following sites:

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For more information on Dr. Goldmacher and The Understanding Group:

Amy Goldmacher, LLC. More at https://www.amygoldmacher.com/

The Understanding Group: https://understandinggroup.com/team/amy-goldmacher/

Dr. Goldmacher’s Linked In page: https://www.linkedin.com/in/amygoldmacher

More information on user research and business anthropology:

Image by Mohamed Hassan from Pixabay

Workplace Anthropology Matters! Amy Goldmacher, UX and Research Designer: https://www.youtube.com/watch?v=R6okpqLRaYU

Why User Research is Critical: https://understandinggroup.com/information-architecture/ia-practice/why-is-user-research-critical-for-organizing-and-managing-complex-information/

UX Research: https://www.practicinganthropology.org/do-you-do-ux-research/

The National Association for the Practice of Anthropology is a special interest group within the American Anthropological Association and their webpage has numerous examples of and resources for business anthropology and other applied anthropology fields.

Related Publications:

Schensul, J. J., Crain, C., Solimeo, S. L., Goldmacher, A., Hoerig, K. A., Krieger, L., Briody, E. K. and Newberry, D. O. (2017), “Anthropology Works: A Home for Professional, Practicing, and Applied Anthropology.” Anthropology News, 58: e139–e141.

​Goldmacher, Amy (2016) “Helping Faculty Prepare Students for the Job Market.” Anthropology News. Ed. Karl Hoerig. 14 May 2016.

Santee, Amy L and Amy Goldmacher (2014) “Practicing Anthropology in the Private Sector.” Theme Issue, Practicing Anthropology (36) 2.

Goldmacher, Amy (2012) “Anthropology for Innovation Opportunities.” Anthropology News. Ed. Wendy Bartlo. 04 May 2012.

Briller, Sherylyn H. and Amy Goldmacher (2009) Designing an Anthropology Career: Professional Development Exercises. Walnut Creek, CA: AltaMira Press. 158 pp.

Image by Gerd Altmann from Pixabay

Goldmacher, Amy (2008) “Located Mobility: Living and Working in Multiple Places. In Mobile Work, Mobile Lives: Cultural Accounts of Lived Experiences.” Tracy L. Meerwarth, Julia C. Gluesing, and Brigitte Jordan, eds. NAPA Bulletin 30. Pp.118-127.

Miller, Christine Z., Joerg Siebert, Julia C. Gluesing, and Amy Goldmacher (2008) “The Challenge of Partnerships in Complex Cultural Environments.” In Briody, Elizabeth K.and Robert T. Trotter, II, eds. Partnering for Organizational Performance: Collaboration and Culture in the Global Workplace. New York: Rowman and Littlefield Publishers, Inc. Pp. 159-176.


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