Marketing: Field Trip To Your Medicine Cabinet

CONSUMER ANTHROPOLOGIST

Reality TV couldn't get any more real than the stuff that Emma Gilding records with her handheld camera. This consumer anthropologist focuses on the scenes that no network would dare show you--tooth flossing, toast buttering and sock sorting. Gilding dives deep into the consumer psyche for clients like American Express, AT&T Wireless and Huggies. As founder and global director for Ogilvy & Mather's Discovery Group, she sends camera-toting researchers to study consumers as if they were part of some undiscovered civilization.

And to her, they are. Gilding, 32, spent her undergraduate days studying behavioral science and theatrical performance in London....

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