There is a growing trend among advertising agencies and technology companies to rely on anthropologists and ethnographic research to gain insight into consumer behavior. Technology executives with anthropological training say their background helps them design user-friendly software, which was one of the reasons Emagination Network hired Dennis Schleicher, who has a master's degree in business and industrial anthropology from Wayne State University . Schleicher says his training gives him the ability to translate what technology-users require from a software application. "You can't just go out and ask people (because) sometimes they can't articulate the things they like and they didn't like," he explains. "I feel so strongly that my success so far is because of the methods and skills I learned."