The Team
Gregory Smithsimon, Ph.D., Senior Associate. A sociologist and ethnographer, Greg has designed and directed qualitative research across a spectrum of marketing and social issues. Greg provides insight on social networks and cultural patterns of consumers' behavior. He is adept at using a range of qualitative methods with target audiences as diverse as consumers, physicians, political leaders and graffiti artists. Greg has developed innovative analytic tools for the tapestry group including Touchstone Terrain, a construct that details the current target mind-set and the desired frame of reference for a brand. A broadband thinker, Greg consistently brings unexpected ideas to the marketing challenge.
Greg's qualitative research on the meaning of money, trust and risk have taken him everywhere from dropping wallets on the streets of New York to see if they're returned, to casino slot machines to understand the attraction of financial risk. A recent ethnographic project studied the varied financial strategies and experiences of young adults and families. The father of two young children, he has become increasingly involved in research on families, household planning, childhood development and education.