@SuppressWarnings("unchecked")
  private void writeToAnyColumnField(Field field, T object, Cell cell, String columnName) {
    try {
      field.setAccessible(true);
      Object value = readValueFromCell(cell);
      if (value != null) {
        AnyColumn annotation = field.getAnnotation(AnyColumn.class);
        if (field.get(object) == null) {
          Map<String, Object> map = (Map<String, Object>) annotation.as().newInstance();
          field.set(object, map);
        }
        Map<String, Object> map = (Map<String, Object>) field.get(object);        
        if (annotation.converter() != NoConverterClass.class) {
          ColumnValueConverter<Object, ?> converter = (ColumnValueConverter<Object, ?>) annotation.converter()
              .newInstance();
          value = converter.deserialize(value);
        }       
        map.put(columnName, value);
      }
    } catch (IllegalArgumentException e) {
      throw new RuntimeException(e);
    } catch (IllegalAccessException e) {
      throw new RuntimeException(e);
    } catch (InstantiationException e) {
      throw new RuntimeException(e);
    } 
  }