Patricia Sunderland , PhD, and Rita Denny, PhD, are anthropologists and founding partners of Practica Group, LLC, a consumer research and strategic consultancy based in New York City and Chicago, USA. Internationally recognized as among the pioneers to bring ethnographic research and anthropological, cultural analysis to the contemporary commercial sphere, their insights have helped shape products and brands for many Fortune 500 clients, including Pernod Ricard, SC Johnson, Target, Whirlpool, Samsung, Nissan, PepsiCo, and Darden Restaurants. Traversing boundaries between anthropology as a discipline, its many practices in business, and academic marketing, they are sought after as seminar leaders for training programs and guest speakers at both business and academic venues and conferences. Their writings have spanned the gamut from articles in the trade press ( Research Magazine, QRCA Views ) to academic journals ( Anthropological Quarterly, Consumption Markets and Culture, Ethnos, Journal of Business Research, Human Organization ) and book chapters (Contemporary Marketing and Consumer Behavior, Creating Breakthrough Ideas, Advertising Cultures, Handbook of Qualitative Research Methods in Marketing, Inside Marketing, Advancing Ethnography in Corporate Environments). Their path-breaking book Doing Anthropology in Consumer Research is widely assigned to undergraduate and graduate students in anthropology, communications and marketing in the US, Europe, and Asia, and is a CHOICE Outstanding Academic Book.