Patricia Sunderland

Cultural Research & Analysis, Inc.


I conduct qualitative research, from ethnography to focus groups (packaging, branding, topical) through semiotics and ethnohistorical inquiries.  My favorite projects are ones that are international in scope and allow for open-ended discovery and surprises.


I am an anthropologist by training and bring a cultural outlook to all of my work.


I studied anthropology and psychology, gaining a Ph.D., and then moved into the applied research world. I am working now as a principaI of Cultural Research & Analysis, a firm I founded in 1998, and an affliate partner of Practica Group, LLC.  I am also a co-author of the book, Doing Anthropology in Consumer Research (2007), and co-editor of the Handbook of Anthropology in Business (2014).


  • Consumer durables
  • Entertainment, leisure & travel
  • FMCG

Skills & Services

  • Ethnography
  • International
  • Qualitative
  • Specialist techniques