1.
ONE PERSON’S JOURNEY
IN PRACTICING ANTHROPOLOGY
Amy Santee, UX Researcher @ Empirical
Portland State University
February 27th, 2014

2.
AGE 14...

3.
2004-2008
2009-2011
2011-2012
2013-present
BA Anthropology
Consumer Researcher
(corporate)
UX Researcher /
Consultant
(agency)
MA Applied
Anthropology
The recession...
FormativeYears...
Eckerd College
University of
Memphis
State Farm
Empirical

4.
2004-2008
2009-2011
2011-2012
2013-present
= Level of
Understanding of
Doing Anthropology
FoundationalLearningRealWorldLearning
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Eckerd College
University of
Memphis
State Farm
Empirical

5.
2004-2008
2009-2011
2011-2012
2013-present
BA Anthropology
Interest in people, culture, travel,
The Exotic “Other”
Innate curiosity about the world
Didn’t really “get it” going in
Survey courses in the 4 fields
(except archaeology)
Foundational knowledge & skills
Research opportunities
Study abroad
Senior thesis - gentrification,
development and senior citizens
perspectives
A love for research -- a way to
explore the world around me
Eckerd College
University of
Memphis
State Farm
Empirical

6.
2004-2008
2009-2011
2011-2012
2013-present
MA Applied Anthropology
Took a year off
Went back to “master”
anthropology theory and methods
... a deeper understanding
Not just about studying the
“other” but applying anthropology
to real world problem solving
Urban anthropology and social
issues, community development,
poverty, healthcare
Practicum/applied thesis on
community health initiatives
(evaluation and ethnography)
also... Culture and Consumerism
(design & business)
The recession...
Eckerd College
University of
Memphis
State Farm
Empirical

7.
2004-2008
2009-2011
2011-2012
2013-present
Consumer Research
First opportunity to really apply
anthropology
An anthropologically interesting
place to work
A whole new world...
A learning experience...
How to function in business
New language & practices
How to create value for
anthropological skills
Key takeaway: Reframing, revising,
rethinking what it means to be a
practicing anthropologist
Eckerd College
University of
Memphis
State Farm
Empirical

8.
Consumer research at State Farm...
An anthropologist in an insurance company?!
Anthropology = understanding the human experience
Creating better products and services means
understanding the people who use them
The human experience: needs, preferences,
expectations, values, culture, perceptions, politics,
behaviors, motivations, goals, language, context, history,
frustrations, pain points, &c.
Understanding = improving existing products and
creating new ones
Understanding > guessing/assuming

9.
Three key roles...
Research (lead/support): Research design, data collection, analysis, reporting
Mostly qualitative research: focus groups, observational research, interviews, usability testing
Project examples:
> online cross-sell experience (interviews, focus groups, usability tests)
> insurance agent sales practices (interviews, observations)
> call center work processes (interviews, observations)
> homeowners insurance experience (focus groups)
Project management: recruiting, logistics, planning, proposals, facilities, travel, client and
vendor relationships
Consulting: helping business and design teams understand when and how to use
research to inform decision-making

10.
From Academia to the Workplace
As time went on in this new world, I realized that...
it’s not about “doing anthropology” but problem solving
I went in with a particular skill set and perspective and gained a deeper
understanding of what it means to work in business (language, culture,
practices, domain knowledge, etc.) + new ways of thinking about my work.
Anthropology tool kit
Research methods (qual & quant)
Cultural theory
Holistic & emic/etic perspective
Attention to detail / thoroughness
Analytical and critical thinking
Business experience
UX (user experience) research
Business strategy (i.e., the big picture)
Collaborative, cross-functional work
with businesspeople and designers
Real-world problem solving

11.
A Whole New World... A Whole New Vocabulary

12.
2004-2008
2009-2011
2011-2012
2013 -
present
UX Research & Consulting
Moved to PDX and did some
freelancing while job searching
Similar job to State Farm, but I
started with a refined idea of the
application of my skills to this field
Continue to be challenged to
rethink notions of anthropological
practice and value in the business
world
Eckerd College
University of
Memphis
State Farm
Empirical

13.
User Experience (UX) Research at Empirical...
What is UX research? It’s about the experience.
Similar work to what I did at State Farm
Planning, designing, conducting and analyzing projects
Consulting services for clients without internal research
resources, or whose internal resources are tapped out
Work with clients to understand questions around business,
design and [potential] customers and . . .
Help them solve their problems!

14.
Doing User Research...
Research insights inform product design at
all stages of the process:
Exploratory............conceptual...........prototype
Collaborating primarily with other
researchers but also with designers
Research methods: more facility based
(interviewing, usability testing, focus groups,
etc.) than contextual (i.e., real world)
Turning research data into action!

15.
Some examples of recent project topics
- Small business tech for productivity
- International Android developers
- Computer input mode & productivity optimization
- Photo and video editing on mobile devices
- Luxury vehicle rear seat entertainment systems

16.
Network, network, network!!!
Reflective Advice
Have a solid idea of how anthropology is applicable to the job you want
Know how to talk to non-anthropologists about your skills & experiences
Learn the skills you need to go out and solve real world problems
Get as much hands-on experience you can (internships, projects, etc.)
HUSTLE! Create your own opportunities. Shape your own professional journey.
Manage your online presence (social media, blog, website, etc.)
If you want to continue in anthropology and work outside of academia,
get a master’s degree from an applied program
Follow your
passion!
It’s not just about research
Everything is a learning opportunity

17.
To conclude...
“Anthropologists in Practice” series at my blog
- 13 interviews and counting...
- Fields: branding, consulting, technology, consumer research,
healthcare, community organizing, evaluation, project
management, teaching, urban planning, etc.
- Topics: career paths, job roles, projects, advice for students
Connect with me
- amylaurensantee@gmail.com
- Twitter: @amysantee
- www.amysantee.com (website)
- www.anthropologizing.com (blog)
THANK
YOU
&
ANY
QUESTIONS?