“As a kid, I was told that I asked too many questions.
Now, I know I’m a researcher”

Melissa Krug, Ph.D., Founder and Principal Consultant 

Dr. Krug is an expert in qualitative and ethnographic research methods, various assessment tools, cross-cultural communication and interpretation, and linguistic analysis. She has conducted research using approaches from pedagogy and education, social sciences, and the humanities. Her mixed-methods approach utilizes a combination of tools such as targeted observations, detailed fieldnotes, surveys (qualitative and quantitative), rapid or longer-term ethnography, in-depth interviews, oral histories, and linguistic analysis of recorded interactions. In your consultation, Melissa will ask questions to understand the problems facing your corporate culture, and will create a strategic plan for the research.

Melissa’s superpowers lie in her attention to detail, creative problem solving, and striving for improvement in all she does. She is able to synthesize and intertwine the details she observes to inform the big picture and recommend solutions. Melissa’s abilities to design research projects, analyze patterns from conversations or other qualitative data, and draw implementable insights will allow you to better understand any complex situation. By finding points of miscommunication, inequity, or discrepancies in usually overlooked details of our normal lives, this analysis can inform the large-scale processes of our work, outreach, impact, and relationships.

Melissa received her doctorate in anthropology from Temple University for which she conducted ethnographic research with Peruvian fair-trade artisans. Her insights into how language is used in fair-trade contexts, how translation practices privilege some information and speakers over others, how product attributes are defined by different participants in the process, how the resulting products are created and why speak to the inequalities involved with language in international development and in product development. 

In her consulting, Melissa works with nonprofits, organizations, government agencies, companies, and communities to improve their communication and reduce misunderstandings, improve policy or principle implementation and compliance, and achieve more inclusively informed product development.

She is an insightful, organized, and collaborative advocate for your successes!

“As a kid, I was told that I asked too many questions.

Now, I know I’m a researcher”

Melissa Krug, Ph.D., Founder and Principal Consultant 

Dr. Krug is an expert in qualitative and ethnographic research methods, various assessment

tools, cross-cultural communication and interpretation, and linguistic analysis. She has

conducted research using approaches from pedagogy and education, social sciences, and

the humanities. Her mixed-methods approach utilizes a combination of tools such as targeted observations, detailed fieldnotes, surveys (qualitative and quantitative), rapid or longer-term ethnography, in-depth interviews, oral histories, and linguistic analysis of recorded interactions. In your consultation, Melissa will ask questions to understand the problems facing your corporate culture, and will create a strategic plan for the research.

 

Melissa’s superpowers lie in her attention to detail, creative problem solving, and striving for improvement in all she does. She is able to synthesize and intertwine the details she observes to inform the big picture and recommend solutions. Melissa’s abilities to design research projects, analyze patterns from conversations or other qualitative data, and draw implementable insights will allow you to better understand any complex situation. By finding points of miscommunication, inequity, or discrepancies in usually overlooked details of our normal lives, this analysis can inform the large-scale processes of our work, outreach, impact, and relationships.

Melissa received her doctorate in anthropology from Temple University for which she conducted ethnographic research with Peruvian fair-trade artisans. She analyzed power inequalities in language use, such as how translation practices were uneven and allowed the North American visiting clients to learn more information than the artisans. In analysis of product-development discussions, Melissa found that attributes like "tradition" become defined by the North American buyers rather than by artisans.  

In her consulting, Melissa works with nonprofits, organizations, government agencies, companies, and communities to improve their communication and reduce misunderstandings, improve policy or principle implementation and compliance, and achieve more inclusively informed product development.

She is an insightful, organized, and collaborative advocate for your successes!

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ABOUT FOREST & TREES

MIXED METHODS APPROACH

ETHNOGRAPHY

  • (Rapid or long-term) Ethnography – first-hand observations, in-depth interviews, oral histories, linguistic analysis of recorded natural conversations, focus groups, home visits, etc.

  • Participatory Community Engagement

  • Ethnographic Market Research (EMR)

  • Qualitative open-response and Quantitative (Likert Scale, etc.) survey design, implementation, and analysis

LINGUISTIC ANALYSIS

  • Narrative Analysis - Understandings of identity, belonging, values, morals, collaboration, growth, or changes to these; how someone orients to a product, understands their place within a community, sees themselves and their progression through life or an event, how they are motivated

  • Discourse Analysis - Power relationships related to any social categorization, cross-cultural (or sub-cultural) communication, miscommunications, translation practices, how buzzwords or goals are used in conversation

  • Content Analysis - Insights from marketing and print media data, keyword analysis

  • Conversation Analysis - Turn-taking practices and turn lengths, eye contact, gestures, what topics are taken up and which are ignored or changed, politeness styles, habits of interruption and overtalk

TOOLS, APPROACHES, AND ASSESSMENTS 

Informed by:

  • Coaching

  • Monitoring and Evaluation

  • Diversity, Equity, and Inclusion

  • Project Management

  • New-Product Development

  • Strategic Planning