Tim Craig, Ph.D.

Tim is a natural observer. Even as he works at his desk on the third floor, he’s taking note of the bird family that’s nesting right outside on the window ledge. And when he’s not in his office, he’s out in the field studying people, their home lives and work lives, their influences and their behaviors. He has been instrumental in helping us better understand people for the likes of Tenzing Health, Hybrid Mom, e+CancerCare and Raba Kistner.

Born and raised in San Antonio, Texas, Tim has a deep understanding and appreciation for the cultural diversity found here. His academic and professional career spans 15+ years and involves extensive qualitative research throughout the U.S. and Mexico. Tim has investigated indigenous and folk-religious beliefs and practices of various native peoples in these regions, and he has written and produced an ethno-historic book about a large cattle ranch in northern Mexico. He has also conducted genealogical and historic property research for various clients.

As a professional ethnographer and consumer anthropologist, Tim’s applied experience spans in-depth cultural studies for the U.S. Department of Defense to more business-oriented research in engineering, animal services, women’s retail, telecommunications, healthcare, and food and beverage industries. Most recently, Tim led research projects that investigated the redesign of the healthcare insurance and services industry, as well as a cancer care study to assist patients in navigating their treatment at the local level.

Tim holds a Ph.D. in Cultural Anthropology from The University of Colorado, an M.A. in Cultural Anthropology from The University of Texas at San Antonio, and a B.A. in Environmental Studies from Lesley University. He also sits on the board of a local charitable foundation that focuses on substance abuse prevention and educating young adults to stay in school while maintaining ties with immediate family and other support systems.

When he’s not studying the culture of others, Tim is traveling, ranching, jeeping, camping, boating at the Texas coast, hunting and fishing in South Central Texas, and tinkering with his ’81 Jeep Scrambler. He is the proud father of his daughter Taylor and two sons Trenton and Cooper, and a husband of 10 years to his wife Paige.

5 Questions with Tim

What is your hidden talent?
I’m self-taught at many things—from hunting to woodworking to welding to plumbing to fixing old jeeps. If a new task presents itself, I try to handle it myself before seeking assistance. Unfortunately there is much frustration involved with the learning curve.

How do you feel about having two first names?
I actually have three: Timothy Charles Craig. And I think it’s real cool. I have many aliases if I need to skip town.

What was your most inspiring experience in your field?
Participating in a traditional Lakota sweat lodge ceremony with three Lakota elders in South Dakota. It was 20 below outside, and we had to strip down to practically nothing while standing in the snow. We went into the lodge, and once the ceremony began I felt like I was in an oven for an hour while listening to the elders sing and chant to their higher powers (relations). At the end of the ceremony I participated in the passing of the pipe, which is a great honor to be asked to participate in. That experience is what inspired me to want to be an anthropologist.

What are your top 5 strengths via Gallup’s StrengthsFinders 2.0?
Adaptability
Empathy
Maximizer
Relator
Includer

How you will be a disruptive innovator at GDC?
My role is to add another element to GDC’s already vast arsenal of capabilities: to come up with innovative research ideas and strategies that get at the deep-seated meaning behind human/consumer behavior. It’s hard to be a disruptive innovator with the strengths listed above, but I’d say thinking outside the box, utilizing the many varieties of information technology to our advantage, and doing everything I can to support the great business concepts that rise out of the talent here at GDC!