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Projects


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Projects


2015 Project for Publicis Kaplan Thaler and Similac (Abbott Laboratories) Building a Nurturing Holding Environment-Mother, Babies, Feeding, Food and Formula: Ethnographic report addressed the culture controversies surrounding breast versus bottle feeding and other aspects of the parenting wars. However, the main objective of the research was to reveal how mothers construct a nurturing, supportive social field around their infants. The research also focused on the emotional dimensions and satisfactions of mother-child interactions centering around feeding. The business objective of the research was to provide the Similac brand with a human and humane identity for parents.

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Google Projects


Google Projects


The Meaning of Mobile: Culture and Emotion in the New Mobile Space
Report and series of ethnographic videos explored the meanings of mobile technologies and the experiences created with them by users. The Google white paper: The Meaning of Mobile outlines commercial findings and brand implications.

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Visual Story Telling in the Digital Space: Culture, Emotion and Visual Expression 
Report and visual ethnography provided an anthropological analysis of the uses of and the language of visual imagery in the digital space. The study's aim was to align the imagery of brands with the character of present day digital visual culture

The Meaning of Mobile in Singapore 
Thomas Maschio
Report explored the meanings attributed to, and the uses of, mobile technologies in an Asian cultural context, that of Singapore. The report provided a comparative perspective to prior work done by Maschio Consulting on the meaning of mobile in North America.

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Google's Abigail Posner on the Human Operating System 
At Columbia University's BRITE '12 conference, Google's Abigail Posner mentions work by Maschio Consulting in a presentation regarding how digital innovation in five areas - physical, storytelling, location, visualization, and play - enhances the human experience and offers opportunities for brands to connect deeply and strongly with their current and prospective consumers.

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The Engagement Project: Finding the Meaning in Memes

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Anthropologists in Technology: Dr. Tom Maschio-Google @AnthroTech Meetup

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Creative Communities and the Gift Economy: The Emerging Cultural Meanings of Social Media 
Thomas Maschio
Recent anthropological analysis of the emerging meanings of and cultural significance of social media.

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Client Perspectives


Client Perspectives


Deeper & Unique Insight via a Cultural Anthropologist

Barry Schwartzblatt, Director, Consumer & Market Insights, Beverages & Vitality Americas - Unilever

© Barry Schwartzblatt 2006

"New language - New way of thinking..." 

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Viewing the World Through a Different Lens

Barry Schwartzblatt, Director, Consumer & Market Insights, Beverages & Vitality Americas - Unilever

© Barry Schwartzblatt 2007

"View the world (of consumer culture) through a unique set of systems and principles..." 

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Insights


Insights


NESTLE AND PUBLICIS NY

Worlds in a Small Pocket: The Cultural Meanings Associated with Hot and Lean Pockets 
Report and video for Nestle and Publicis New York

Client response: "The research gave us a deep understanding of the true and unique value of hot and lean pockets in people's lives. It gave our clients clarity on the appropriate target consumer to tap and the brand attitude and personality we should use in communications. Ultimately it gave us the direction we needed for new product development, internal communications and consumer messaging. It was a crucial part in our process." 

Abigail Posner
SVP, Strategy Director, Publicis NY

MARS PET FOOD AND LEFT BLUE SKY/NITRO GROUP

A Place on Which to Stand: The Story of Cat - Changing the Cat Food Category, Changing the Consumer's Orientation to the Mars Retail Space, Changing Brand Imagery

Result: Led Mars to an understanding of how consumers shop the category of cat food - and helped it, and partners, rethink retail space design.

Cat Lines and the Mana of Cats: Cat Food and the Emotional, Intellectual and Spiritual Appeal of Cats to Their Owners

Result: Report helped lead to new innovative product platforms (some of the highest positive consumer testing in Mars history) and a series of new product concepts for Mars Pet Foods.

WHIRLPOOL CORPORATION AND PUBLICIS NY

The Maytag Repairman Returns Home: Creating a New Brand Mythology and Revitalizing the Maytag Brand 
Report and video presented to Whirlpool Corporation as part of their Maytag brand revitalization exercise.

TGI FRIDAY'S AND PUBLICIS NY

TGI Friday's as the Third Place: Understanding The Friday's Brand Mythology, Revitalizing the Friday's Brand 
Report and series of videos formed the basis of the new Friday's Brand Book, and helped shape innovations in restaurant design, menu, decor and messaging.

LEFT BLUE SKY/NITRO GROUP

Overall assessment of a series of ethnographic projects

Client Response: "The work overall has given us insights and ways to look at the markets that have been invaluable. Maschio Consulting goes far deeper than anyone else and then puts their learnings in the context of the real world. They help us be real in innovation at the same time as stepping out of the box, i.e. - they give us a view of the present as well as the past and deeper meanings to construct a better business future for our clients." 

Debra Kaye
CEO, Left Blue Sk

DOVE CHOCOLATE AND LEFT BLUE SKY/NITRO GROUP

Aligning Dove Chocolate and Dove-at-Home with Chocolate's New Cache and New Identity

Result: Helped Mars and Left Blue Sky grow the Dove Chocolate at Home enterprise.

The New Life and Symbolism of Chocolate: Chocolate's New DNA

Result: Analysis of the new culture and cultural symbolism of chocolate helped Left Blue Sky/Nitro Group recast communications strategy for the Dove brand.

Imagery, Fantasy and Chocolate Symbolism: The Intimate, Emotional Life of Chocolate

Result: Helped Left Blue Sky/Nitro Group understand attitudinal and social differences between milk and dark chocolate lovers. The report also explored the different imageries and emotional fields surrounding dark and milk chocolate.

DDB WORLDWIDE AND UNILEVER

Don't Disrespect the Tea: The Lipton Brand and the Emerging American Culture of Tea Drinking

Result: Maschio Consulting's work helped Lipton during its brand re-launch by helping it articulate a new mission for tea. The mission: helping people lead healthier lives. The new mission philosophy inspired a slew of product innovations - Freshly Brewed Ice Tea, Pyramid Teas and Red Tea. In the US alone Lipton grew 20% after re-launch, 2x the rate of the category.

LEFT BLUE SKY AND KEY AIR

Utopia: Building the Culture of Private Air Travel, Providing Opportunities for Creating More Richly Textured Lives

Result: "A cultural analysis of private air travel, the rich and this segments sense of service - helped Left Blue Sky and Key Air reposition the Key Air Service"

CITIBANK AND PUBLICIS NEW YORK

Writing a Life with Credit Cards: Mass Affluent Lives and Values, Consumer Perceptions of Credit Cards

Result: Report and video provided a cultural analysis of mass affluent philosophies of money and credit and an in depth ethnographic portrait of the mass affluent consumer.

COSSETTE ADVERTISING IN SUPPORT OF A PITCH FOR THE CANNONDALE BICYCLE ACCOUNT

The Deep Play of Bicycle Culture

Result: Analysis decoded the ritual, symbolism and emotional benefits associated with competitive bicycling. Provided an analysis of the semiotics of high end bicycle retail spaces, provided a comparative analysis of bicycle brands.

NOT FOR PROFIT GROUP, MAKE MINE A MILLION

The Entrepreneur and the Woman Entrepreneur: Developing a New Culture of Work

Result: Our research with women entrepreneurs revealed some of the common and compelling elements of entrepreneurial culture. In addition, it revealed the unique concerns and experiences of women entrepreneurs, the roadblocks and difficulties they faced as they sought to develop their businesses, the satisfactions that entrepreneurship offered them and the strategies and insights that they felt propelled their businesses forward.

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In the News


In the News


Anthropological study by Google on our magic relationship with mobile devices

from: Experientia/Putting People First, 02 October 2012 by Think With Google

"What is the emotional relationship people truly have with the mobile space and how they make meaning there? To answer this, Google conducted an anthropological study to gain a better understanding of how people feel about, relate to and find meaning in the mobile space, and how brands can engage their consumers in more emotionally resonant and impactful ways."

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Get to know the new mobile KPIs (Key Phone-love Indicators)

from: Direct Marketing News, 05 October, 2012 by Al Urbanski

"One speaker in a mobile marketing presentation at Advertising Week in New York quoted a study saying that the average smartphone freak checked his or her unit 150 times daily. Addiction never had it this good."

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Mobile and...anthropology?

from: Google Mobile Ads Blog, 02 October 2012 by Jesse Haines/Abigail Posner

"... as we talked with marketers and agencies, especially creative agency folks, we realized there was another important question to answer: why is the mobile space so powerful at a deeper, more emotional level? And how are people finding and making meaning there?"

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Why Your Mission Matters

from: massogroup.com, Wednesday, 01 August 2007 by Abigail Posner

"Thomas Maschio, a social anthropologist who integrates his classical anthropological training with primary consumer research to solve today's marketing challenges for clients such as Unilever, Johnson & Johnson and Merck, notes that..."

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The Consumer Anthropologist

from: Harvard Business School Working Knowledge, September 24, 2001 by Jennifer Warner

"Tom Maschio, Ph.D., vice president of Cultural Dynamics, a Westport, Conn-based market research firm, says a study his organization conducted for an insurance company helped reshape the company's image of its services."

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Fridge magnets tell your story

from: SF Gate, Saturday, July 13, 2002 by Marina Pisano, San Antonio Express-News

"Think refrigerator and you think of mayonnaise, leftover meat loaf and the nickname of a very large NFL lineman. Think refrigerator door and, if you are like many people, you think of a few small magnets holding up way too many snapshots."

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Focus on the Fridge

from: Gastronomica, 2005, Blackman

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Ford's secret weapon: Anthropology

from: The Oakland Press, September 14, 1999 by Jeff Green

"Tom Maschio cut his academic anthropologic teeth studying tribes in Papua, New Guinea. He's written for scholarly journals and is an expert on cultural behavior in remote areas of the globe. But these days, he's just as likely to be studying the athletic apparel habits of Chicago youths, the refrigerators of suburban housewives or learning the underlying cultural forces that drive people to choose one car or another."

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