MBA, University of Michigan
BA, Wayne State University
Uncovering insights into people’s attitudes, aspirations, and behaviors in order to inspire product and service design.
As part of Ford’s D-Ford human centered design group, Professor McCracken conducts research to gain insight into customer wants needs for future Ford and Lincoln products in North America, Europe, South America, Asia, and other markets.
Before joining Ford, he was a senior vice president for consumer insights and strategy at Young & Rubicam Advertising. Professor McCracken’s experience also includes launching the Visteon corporate brand identity across seven countries and directing the communication launch strategy for the MGM Grand Casino.