Academics are proud of the significant time and energy that goes into the art and science of conducting qualitative research. In the private sector however, research is circumscribed by a number of challenges: time, budget, access, and the need for insights that drive towards actionable strategies for clients. Using examples from his work, Graham’s talk will break down the challenges of applying anthropology in the private sector, as well as highlighting the productive tensions emerging from the intersection of the two worlds.

Graham Candy is Director, Insights & Strategy at Diamond Integrated Marketing. In this role, Candy helps guide clients across North America on how to activate against the cultural forces shaping consumer behaviours. He draws continually from the art and science of anthropology to expose clients to new and exciting big ideas to drive business transformation. Currently writing up his PhD dissertation, Candy’s research draws connections between failed middle-class aspirations, digital environments, and emergent forms of vigilante politics in contemporary China.