Maru/Matchbox Hires Anthropologist Erica Ruyle

MARU Group's tech and communities business Maru/Matchbox has hired former Morpace Lead Anthropologist Erica Ruyle as VP of Qualitative in its Consumer Insights division.

Maru/Matchbox was formed in 2016, through MARU's acquisition of Vision Critical's North American Research Consulting division. Ruyle (pictured) joins from Morpace, where she developed methodologies for ideation, co-creation, HCD (Human Centered Design), JEM (Journey and Experience Mapping), and social media. Before this, she was Senior Qualitative Researcher at The Pert Group; and Research Director, Qualitative and Ethnography at GfK; and she spent five years at Market Strategies, latterly as Senior Methodologist, Methods and Social Research.

Maru Group CEO Ged Parton says Ruyle's background in anthropology 'provides an invaluable lens to interpret consumer behavior and the surrounding culture that drives it'. He adds: 'We're excited that she shares our views on the importance of cultural framing and cultural context in uncovering insights. Erica is an important part of our growing investment in strategic qualitative expertise'.

Web site: www.marumatchbox.com .