James has pioneered new ways to leverage professional anthropological analysis and ethnographic fieldwork techniques to help clients' marketing and product development efforts in the world of personal care, grocery retailing and food manufacturing. His analytical training in symbolic anthropology has specifically yielded strategies for moving niche, lifestyle brands into broader markets as well as understanding the cultural constraints to innovation in the food and personal care categories. James is responsible for writing about current behavior in cultural domains directly related to key CPG categories and shares responsibility for executing our syndicated studies. Results of his work have appeared in Spa Business, Convenience Store News, Morning Newsbeat and other industry publications.