Amy GoldmacherUser Researcher and Anthropologist

As an ethnography consultant to The Understanding Group, Amy provides human-centered design research to uncover rich and detailed information about people’s motivations, needs and challenges, around which new products, services and experiences can be designed.

She has worked with Fortune 500 to 1000 companies, recently completing ethnographic luxury design research for an automotive manufacturer, focus groups and ethnographic research in China for a global consumer healthcare company, user research for the website for an exterior building product company, and contextual observational interviews to support product innovation for a global industrial manufacturing company. Amy earned a B.A. Anthropology with Honors from Grinnell College; and an M.A. and Ph.D. in Anthropology from Wayne State University.