Shelley Sather leads Demophile’s ethnographic practice.

Shelley brings an Anthropological lens to the business world as an independent Ethnographer with a deep expertise in designing studies for emerging products and technologies. She began her research career in commodities software design, just as the analog (open-outcry) markets in Chicago were being replaced with digital solutions from outside the US.  There, she developed a deep understanding of how people experience digital transformation - having witnessed, first-hand, not just the re-shaping of an industry, but an entire culture of work.  

These early, niche beginnings have lead to a broad and deep career centered in the observation of cultural change and the complexity of lived experiences - with particular specialties in technology, apparel, beverages and music.

Her clients range from the Fortune 100 to small ventures close to her heart. What unites this roster is a shared, sincere desire to meet people where they are.

Shelley has guest lectured on Ethnographic Research at Northwestern University's Segal Design Institute, The University of Chicago, Parsons Strategic Design Management program, and the Institute of Design at the Illinois Institute of Technology.

Currently, you can find her in Brooklyn, plotting her next trip to New Orleans.