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Anthropologist Elizabeth Briody earned her PhD studying communities of Mexican-American farm workers and Catholic nuns. It's not all that different from her previous work. What began as an experiment in a handful of companies such as GM has become an explosion. In recent years, some of the biggest names in business have recruited highly trained anthropologists to understand their workers and customers better, and to help design products that better reflect emerging cultural trends. Sue Squires did her fieldwork analyzing fishing communities in Newfoundland.