Master of Science (M.S.)
Applied Anthropology
University of North Texas
2022
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Faculty
Faculty
Autumn Dawn McDonald, M.S. ( she/her)
Lecturer
Department/Office
- Department of Music
School/College
- College of Fine Arts
Biography
Autumn D. McDonald, M.S. is a lecturer and academic co-coordinator at the Chadwick A. Boseman College of Fine Arts, where she teaches management, entrepreneurship, marketing, organizational behavior, and business anthropology while helping shape the next generation of leaders in the arts and entertainment industries. She is an anthropologist, whose work sits at the intersection of culture, business strategy, entrepreneurship, and the creative industries.
Her scholarship examines the intersections of cultures with consumer behavior, organizational decision-making, and emerging technologies. Some of McDonald’s recent research explores the application of artificial intelligence within qualitative market research, including a comparative study evaluating the use AI-moderated qualitative interviews among Afro-descendant and Latine constituents alongside traditional human moderation.
McDonald’s articles have been published by Forbes, the Journal of Business Anthropology, the American Anthropological Association, and Quirk’s Marketing Research Review. She has presented to both academic and industry audiences interested in the evolving relationship between cultures, human understanding, and business impact.
McDonald brings more than two decades of senior business leadership experience to the classroom. As owner of ADM Insights & Strategy, she has advised Fortune 500s and organizations more broadly across the food and beverage, retail, financial services, energy, transportation, durables, technology, healthcare, consumer packaged goods, fashion, and music industries. Her consulting work integrates anthropology, qualitative and quantitative market research, and organizational strategy to help organizations understand their audiences, navigate cultural dynamics, and develop research-based business actions. She has led business initiatives across North America, Latin America, Europe, Africa, and Asia, partnering with over 80 of the world's most recognized brands.
At Howard University, McDonald is committed to reimagining business education for the creative economy. She has developed new courses in Business Anthropology for the Arts, Entrepreneurship for the Arts, Marketing for the Arts, and Management and Organizational Behavior for the Arts, emphasizing experiential learning, interdisciplinary thinking, social sciences theory, and the application of business frameworks within arts, entertainment, and the broader creative industries.
Beyond the classroom, McDonald is an active researcher, speaker, and thought leader on the future of market research and anthropology in business. She has presented at professional conferences, conducted executive workshops for multinational organizations, and led senior advisory sessions for global business leaders. McDonald seeks to ensure that business decision making is grounded in evidence-based research and deep cultural understanding. Her work reflects a sustained commitment to expanding representation within business research, advancing culturally informed business decision-making, and preparing students and organizations to lead within an increasingly interconnected global economy.
Education & Expertise
Education
Bachelor of Arts (B.A.)
Dual Degree - Mathematics and Spanish
University of Texas at Austin
1996
Academics
Academics
Business Anthropology for the Arts
Marketing for the Arts
Entrepreneurship for the Arts
Management and Organizational Behavior for the Arts
Research
Research
Funding
Research on Research: Dynamics of AI-Moderated Market Research Interviews Among Afrodescendant and Latine Study Participants"" (Complete). (August 2025 - January 2026).
"Myths in Afro-Descendant Representation Across Japanese and Chinese Marketing Communications: The Realities of African and African Diaspora Representation in Arts Marketing Communications" (Complete). (2025).
Accomplishments
Accomplishments
2026 Distinguished Award in Teaching, Howard University College of Fine Arts
2026 Distinguished Award in Service, Howard University College of Fine Arts
2025 Distinguished Adjunct Faculty Award, Howard University College of Fine Arts
2024 Distinguished Adjunct Faculty Award, Howard University College of Fine Arts
2014 Advertising Research Foundation David Ogilvy Awards Fashion & Style Silver Winner, Advertising Research Foundation
Featured News
Featured News
Read: Howard Magazine | AI and HU | Howard Magazine
Read: Content Marketing Institute | The Content Leader’s Guide to Proactive Trendspotting
Read: Chadwick A. Boseman College of Fine Arts | A Groundbreaking Business Anthropology Course Reimagines the Future of the Arts at Howard | Chadwick A. Boseman College of Fine Arts
Listen: Office Hours: The Black Girl Podcast | Black Women, Anthropology, and Entrepreneurship
Listen: Anthropology in Business Podcast | Autumn McDonald on Anthropology in Business with Matt Artz
Publications and Presentations
Publications and Presentations
From Theory to Praxis
From Theory to Praxis: Entrepreneurship as Resistance - Anthropology News
Article published in Anthropology News, the American Anthropological Association's member magazine
Why Black Women Are Carving New Career Pathways As Entrepreneurs
Why Black Women Are Carving New Career Pathways As Entrepreneurs
Article published on Forbes.com for Forbes Business Council. July 05, 2024.
Bolstering Market Research With Anthropology
Bolstering Market Research With Anthropology
Article published on Forbes.com for Forbes Business Council. November 28, 2023.
How to Reap the Benefits of a Disciplinary Twin
How to Reap the Benefits of a Disciplinary Twin
Working tips anthropology and market research may teach one another
Article published in Anthropology News, the American Anthropological Association's member magazine
May AI have your attention, please?
Comparative analysis documenting observed differences in AI-moderated vs. human moderated market research interviews among Afro-descendant and Latine consumers.
Article published by Quirk's Marketing Research Review.
Anthropology in Market Research and Artificial Intelligence: Crossroads of Opportunity or Forthcoming Pitfalls?
Exploration of AI's integration across market research processes and why anthropologists have a critical role to play as AI presents opportunities and risks for market researchers.
Article published in the Journal of Business Anthropology by Copenhagen Business School
Applying Anthropological Techniques to Market Research with the Latin American Diaspora, Indigenous Peoples, and Afro-Latine Constituents Across Borders (Book Chapter)
Book Chapter 3.13: Applying Anthropological Techniques to Market Research with the Latin American Diaspora, Indigenous Peoples, and Afro-Latine Constituents Across Borders in The Routledge Handbook of Applied Anthropology
Through examples highlighting mixed methods this chapter demonstrates how anthropological research aids companies in creating breakthrough innovations, developing relevant marketing communications, improving new product launches, and avoiding costly mistakes. Anthropological research is essential for companies seeking to develop deeper human-centric understanding in support of growth. As companies seek continual growth, it is not uncommon for business leaders to turn their gaze toward transnational or marginalized communities as untapped opportunities to serve. This chapter explores the application of anthropological research for business growth focused on a) the transnational experience of Mexican and Indigenous constituents, b) Indigenous Latino and Afro-Latino community members in the United States, and c) Mexican and Mexican American food-involved consumers.
Book published by Routledge
CONFERENCE PRESENTATIONS
McDonald, A., Vogel, M., Women in Research Regional AI Summit, ""Watchouts: AI Use in Research"," Washington, DC, United States. (April 14, 2026).
McDonald, A., Sumter, T., VIBE Black Market Research & Insights Professionals Conference, ""AIModerated Interviews: A Comparative Analysis Examining Usage in Market Research Contexts"," Atlanta, GA, United States. (March 2026).
McDonald, A., Grant, D., James, J., VIBE Black Market Research & Insights Professionals Conference, ""The Future of Insights"," Atlanta, GA, United States. (March 2026).
Randolph, C. S., McDonald, A., Mnyandu, P., Murphy, J., Jackson, H., Global Business Anthropology Summit, Chou University, Tokyo, Japan. (June 2025).
McDonald, A. D. (Presenter), Global Business Anthropology Summit 2023, "“Leveraging Immersive Techniques in Business Research to Promote a Better Understanding of Indigenous Peoples and AfroLatinos in Current Concepts of Latinidad in the U.S.”," GBAS, Universidad Iberoamericana, Mexico City, Mexico. (June 2023).
McDonald, A. D. (Panelist), Applied Anthropology at a Crossroad, ""Anthropologists in Advertising: Reflections on negotiating the boundaries between ‘Anthropology of advertising’ and ‘Anthropology for advertising.’ "," Society for Applied Anthropology, Cincinnati, OH, United States. (March 2023).
McDonald, A., Kresnicka, S., Hasbrouk, J., Erickson, K., Anthropology Salon, ""Making the Case for Business Anthropology"," New York, NY, United States. (December 2020).
McDonald, A., Future Trends Conference, ""Not All Trends Are Created Equal"," New York, NY, United States. (September 2018).
McDonald, A., Fenton, A., Zalis, S., Advertising Research Foundation: AUDIENCExSCIENCE, ""Gender Inclusivity in Market Research"," New York, NY, United States. (June 2018).
McDonald, A., The Market Research Conference, ""In Market Testing for Growth"," San Diego, CA, United States. (November 2010).
McDonald, A., Hispanic 360 Conference, ""In Market Pre/Post/Test/Control Evaluations for Brand Growth"," San Diego, CA, United States. (August 2010).
McDonald, A., Merz, L., Advertising Research Foundation MulltiCultural Council, ""Ethnic Representation in Research"," New York, NY, United States. (October 2004).
