Craig is the Founder and Managing Partner of Sector Intelligence.

For more than 20 years, Craig has helped marketing professionals and organizational leaders successfully position their products and services. His consulting focuses on applying ethnographic methods to identify the beliefs, values, motives, and norms that drive behavior among professionals and consumers in specific target markets. Using this insight, his clients have the chance to establish and maintain the deepest possible connections with their customers, and maintain those connections over time.

In recent work, Craig has studied the use of private online communities to connect with customer culture at iconic consumer brand companies including Coca-Cola, American Express, JC Penney, Fidelity Investments, adidas, ABC Studios, Chrysler, Mercedes Benz, Fox Television and others. He explored and identified the key transformations taking place in consumer organizations that use online communities to connect with their customers in this way.

A former association management company executive, Craig also focuses a large part of his consulting work with trade associations and professional societies, as well as other types of member/subscriber based organizations such as online communities, social networking sites, blogs, and cooperative learning environments. He’s a former member of the ASAE Executive Management Section Council and an original member of the Industry Advisory Group for the Convention Industry Council, an umbrella organization for more than 30 professional trade associations in the meetings, convention, travel and exhibition industries.

His association clients have included the American Heart Association, American Public Works Association, Society for Human Resource Management, International Food Information Council, American College of Cardiology, American Dietetic Association, the American College of Foot and Ankle Surgeons, the American Academy of Audiology, Heart Rhythm Society, American Society of Public Administration, the National Association of Home Builders Research Center, the Building Owners and Managers Association International, the American Bar Endowment, and the Convention Industry Council. He has consulted with a host of other professional, trade, corporate and public agency concerns.

Earlier in his career, Craig served as an analyst at UCLA’s Graduate School of Education and Information Studies, where among other projects he was responsible for initiating and co-managing a long-term, ethnographic study of change in the Los Angeles Police Department, the first study of its kind later funded on a continuing basis by the National Institute for Justice. His other main area of focus as an analyst was the proprietary education sector; for a Jossey-Bass Publishers New Directions series he produced one of the only existing historical analyses of the sector published to date. While at UCLA, he also co-taught a course in the “Social Psychology of Higher Education,” a course that examines the transformational effects of the college experience.

Concurrent with his assignment at UCLA, Craig was a professor of business in the School of Business Administration and Economics at California State University Northridge, where he taught Business Systems, Communications, Management and Market Research as part of both the undergraduate and MBA programs.

Craig’s career is also marked by successful business innovation: he has been a founding executive with three pioneering technology companies, including one of the Web’s first commercial site development firms, the Internet’s first full service Automobile Mall, and the world’s first online time stamp registry for electronic records. His innovations have been covered in variety of publications including Inc., Fast Company, Entrepreneur, CIO, and Wired.

Craig holds a BA in History from the University of California, Los Angeles (UCLA), where he also completed extended coursework in the Planning and Control of Non-Profit Organizations under faculty at the Anderson Graduate School of Management. He holds an MA in History from California State University, Northridge, and has completed dissertation research toward a PhD in Higher Education and Organizational Change at UCLA’s Graduate School of Education and Information Studies. He has advanced training in quantitative methods, as well as in qualitative research design and analysis. A university-trained ethnographer, Craig specializes in managing research projects that involve contextual methods such as ethnography, action science, “in-situ” focus groups and long interviews.