Who we are

Melinda Rea-Holloway

When Melinda Rea-Holloway isn’t picking the meat out of her pizza, she is the company’s President and CEO. Melinda is an impeccable ethnographer, masterful at the long interview. She’s a specialist in health care issues, gender and kids. Before we started the company, Melinda taught at the university level, and since, she’s used her teaching experience to help lead hard-hitting, fast-paced presentations and entertaining, fruitful workshops on ethnography. Melinda’s training includes both sociology and psychology—she links micro and macro perspectives to bring out the strategic value of ethnography.

Melinda’s fieldwork has included the following topics:  oral care, hair loss, baby care, kids’ entertainment, animal health, schizophrenia, bipolar disorder, car buying, notions of health/illness, central venous catheter insertion, physicians’ daily life, high end electronics sales, lupus, division of labor and household chores, breakfast among college students, allergies, overactive bladder, epilepsy, restless leg syndrome, banking, kitchens, eating on the go, tourism, minivans, contact lenses, chronic pain, teenage gamers, big box retail, shopping for household necessities, gardening, promotional product sales, and facial hygiene. Who hasn’t she talked to?  Melinda has conducted fieldwork in Brazil, Chile, France, Germany, the Philippines, Russia, Spain, Sweden, Turkey, the UK,  and the US.


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