Martha Cotton is building a design research practice for fjord/Accenture. She is a former partner at gravitytank, an innovation consultancy.
She is an ethnographer, consultant and author whose book, Handbook of Anthropology in Business, was published in 2014.
“It’s not a career I would have envisioned 20 years ago when I was in graduate school,” she told Blue Sky. “It’s essentially understanding people and why they do what they do in the context of where they do it. Why that’s relevant to business is because people every day are making choices about the brands and products and services they consume.”
She began her career at eLab in 1997 and was research director at Sapient and Hall & Partners before moving to executive positions at Herbst Lazar Bell. Her clients have included General Mills, General Motors, Johnson & Johnson and Fidelity.
She is currently adjunct faculty at Northwestern University’s Kellogg School of Management and the McCormick School of Engineering.
Cotton has a BA in English from Indiana University and an MA in Performance Studies from Northwestern University.