New Guinean Commerce pic

Maschio
Consulting

Applied Cultural Anthropology for Business

Projects and Publications: Recent Projects

Client Perspectives On Some Recent Projects

For: 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

For: 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 Sky

Other Recent Projects

For: Google

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
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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For: 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.

For: 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.

For: 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"

For: 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.

For: 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

For: Unilever

A Religion of the Body: The New American Culture of Healthy Eating - or Why it is Difficult to Develop a Joyous Approach Toward Eating
Result: report helped Unilever understand crucial developing trends in American food culture, especially emerging ideas about the link between vitality and super foods.

For: Deutsch Advertising

Creating Lived Spaces, Creating a Sacred Canopy: The Culture of Domesticity and the Home Improvement Process
Result: an analysis of the symbolic dimensions and emotional satisfactions of the home improvement process

For: 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.

For: 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.