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Fusion Hill research strategists, Kathryn Sutton and Danielle Bender, had the pleasure of giving the keynote address at the University of Minnesota Anthropology Department’s undergraduate conference. The presentation focused on how Fusion Hill uses anthropological methods when it fields research for its corporate clients. Case studies included recent ethnographies on men’s fragrance in Brazil and pediatric diabetes in the U.S. These topics sparked interesting conversation about the benefits of adapting anthropological tools to gain insights to help drive a company’s business, innovation, and marketing strategies. Dialogues such as these continue to move the field forward and we’re grateful to the University of Minnesota for the invitation to speak.