Metro consultants include experts in the area of ethnographic fieldwork and data science, including the latest techniques in machine learning and predictive analytics.
We’ve been working over the two decades on cracking the code of how to build brand loyalty though data-based brand storytelling, and think we have it!
meet the team
Craig is an applied ethnographer and veteran marketing and organizational change consultant. For more than 20 years he has surfaced and reconstructed the narratives that individuals and groups use to guide their daily choices. With this insight, he has helped corporations, non-profits, and government agencies successfully position their brands, products, and services to customers as well as their own employees.
Early in his career, while a UCLA-based researcher, Craig gained unique access to conduct an ethnographic study which helped the Los Angeles Police Department interpret the narratives of patrol officers and the public as it attempted to shift from a “command and control” to a “community policing” brand. He introduced several innovations to this project and through two decades of consulting practice has honed those innovations tocreate the foundation for Metro Tribal’s Guiding Narrative approach to audience insight.
Craig also has a special interest in higher education and career development. He completed doctoral training in the Division of Higher Education and Organizational Change at UCLA’s Graduate School of Education and Information Studies. While there, Craig co-taught a popular course, “The Social Psychology of Higher Education” and authored one of the only historical accounts of for-profit education in the United States.
His recent ethnographic work includes group narrative insight projects for Microsoft, Pearson, FINRA Foundation, the Council of Better Business Bureaus, and multiple consumer brand companies.
Joe has more than 25 years’ experience in strategic planning and building brands, both famous and emerging. He has worked for a number of leading advertising agencies, including TBWA/Chiat Day, Secret Weapon Marketing (Jack in the Box), Deutsch and RPA. His planning experience includes foundational branding studies, product launches, and consumer and market insights. He has managed all forms of quantitative and qualitative techniques including segmentation studies, creating media targets and strategies, and identifying core and opportunity markets and consumer segments.
His client experience spans multiple categories:
- Entertainment (ABC Television, Activision)
- Retail/QSR (Pharmavite/SoyJoy, Jack in the Box, Taco Bell, Burger King)
- eCommerce (eHarmony, Nutrisystem, 21st Century Insurance, Hotwire, Travel Ticker, Tax Resolution Services)
- Automotive (Nissan, Infiniti, Porsche, Toyota, Honda, Volkswagen)
Alex is a digital media strategist with experience in organizational development and digital storytelling. He was Senior Advisor for Strategic Internet Projects at United Nations Children’s Fund (UNICEF), where he worked with a successful Webby award-winning team on content strategy and technology platforms for nearly a decade. His experience includes digital media and content management technologies.
Alex has been a speaker and guest lecturer at several United Nations agencies, the Createasphere DAM conference, Henry Stewart DAM NY conference, the McIntire School of Commerce at the University of Virginia, the Asian Development Bank in Manila, the City University of New York and the Rhode Island School of Design.
He has worked with diverse clients including AARP, UNICEF, Pfizer, AT&T, the US Department of Commerce, Accenture, the RAND Corporation and the CUNY Institute for Software Design and Development.Alex has been a speaker and guest lecturer at several United Nations agencies, the Createasphere DAM conference, Henry Stewart DAM NY conference, the McIntire School of Commerce at the University of Virginia, the Asian Development Bank in Manila, the City University of New York and the Rhode Island School of Design. He has worked with diverse clients including AARP, UNICEF, Pfizer, AT&T, the US Department of Commerce, Accenture, the RAND Corporation and the CUNY Institute for Software Design and Development.
Jim is an applied statistician, psychometrician, researcher, and evaluator with 20 years of experience designing, implementing and analyzing social and clinical science studies. Jim’s methodological interests include multivariate statistical modeling, construct development, permutation statistics, analysis of very small and very large data sets, and non-traditional approaches to statistical interpretation.
Jim is Associate Professor of Medical Education and Test Development at the University of Virginal Medical School.