Who We Are
Tom Maschio, Principal, Maschio Consulting
Tom Maschio has had two anthropological lives. He started off as an academic anthropologist, doing his research on the religious and ceremonial life of a tribe in Papua New Guinea. His second anthropological life has been spent studying the rituals, routines and beliefs that make up Western consumer culture. The connection between his two lives is seen in his approach to branding, consumer culture research and ethnographic interviewing.
Some successes in his approach are seen in Lipton's re-launch and re-branding efforts that emphasize the health properties of teas (inspired by his ethnographic analysis American tea culture (Lipton grew 20% after its re-launch), Philips Sense and Sensibility campaign inspired in part by a worldwide ethnographic project on home entertainment technologies and the recent revitalization of the Hot Pockets Portfolio brand - sales up x% this year.
Maschio Consulting Strategic Partners - Colleagues, Associates, and Related Organizations
Robert Moïse, Anthropologist
Robert Moïse is a cultural anthropologist who brings two decades of ethnographic research experience to bear on issues of how consumers understand and interact with products, services, and retail spaces. His years of research in the US, Europe, and Africa have enabled him to develop a rich repertoire of analytic tools...
Antonella Fabri, Ethnographer
Antonella Fabri is a cultural analyst and ethnographer based in NYC. A native Italian, she studied anthropology in Italy, Spain, and in the United States.
Her projects in consumer research comprise branding, positioning, and video-ethnography...
Tamsin Orion, Ethnographic Film Director, Producer, Director Of Photography
Tamsin Orion has worked in the film industry as Director/Producer and Director of Photography for documentary, industrial and educational films. Since she received a Master's Degree in Documentary Filmmaking from Stanford University, Tamsin's short independent films have won awards, screened at film festivals worldwide, and are in international distribution...
Elke McAlteer, Project Manager
Elke G. McAteer has worked as a project manager for over 15 years. For Maschio Consulting she has specialized in recruiting ethnographies, indepth interviews (carried out in focus group facilities) and focus group recruiting. Elke is known for thoroughness, speed and extreme competence...