Why Context is Everything with Tim Malefyt, Business Anthropologist and Clinical Professor at Fordham Gabelli School of Business

Tim Malefyt has an amazing ability to make the familiar strange. He does this by doing deep, ethnographic research, helping brands uncover hidden consumer truths through a combination of carefully constructed activities and thoughtful conversation. As a business anthropologist, Tim’s research methodologies and key findings have helped re-energize a number of big name brands across multiple categories, including Campbell’s, Gillette, FedEx, HBO, Revlon, PepsiCo, Cadillac, Crayola, and Ne...