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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.
