Max Matus on Anthropology in Business with Matt Artz


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In this episode of the Anthropology in Business podcast, Max Matus speaks with Matt Artz about his career as a business anthropologist. The conversation covers Max's journey from studying social anthropology to semiotics to sociology. It also touches on the state of business anthropology in Mexico, the founding of his consulting firm Semiosfera, and the work he does as a research fellow for the College of the Northern Borderland (Colef) in Tijuana.
About Max Matus

Max Matus is a researcher at Mexico’s National Council of Science and Technology (CONACYT) and a research fellow at the College of the Northern Borderland (Colef) in Tijuana. Max has extensive experience in consulting for the public and the private sector. He earned his Ph.D. in Sociology at Wageningen University in Holland and an M.A in Semiotics at Tartu University in Estonia. Max Matus is the research director of Semiosfera consulting, an innovation consultancy firm established in Mexico City.
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About the Anthropology in Business Podcast
The Anthropology in Business podcast is for anthropologists and business leaders interested in learning more about the many ways anthropology is applied in business and why business anthropology is one of the most effective lenses for making sense of organizations and consumers. It is hosted by Matt Artz (, a business anthropologist specializing in design anthropology and working at the intersection of product management, user experience, and business strategy. To learn more about the Anthropology in Business podcast, please visit the website (

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