Exercise developed and produced by:

Johns Hopkins Center for Civilian Biodefense Studies

National Memorial Institute for the Prevention of Terrorism

Office of Justice Programs, National Institutes of Justice, U.S. Department of Justice

The Alfred P. Sloan Foundation

Speaker Biography

Reed is a practicing applied biocultural anthropologist and ethnomarketer. She is president of The Rand Reed Group, located in Menlo Park, CA and Washington, DC. A segment of TRRG specializes in research and the training of science, medical and health professionals in the geomarketing and transcultural aspects of science, technology, medicine and public health.

She is a graduate of San Francisco State University, with a specially designed triple major in biology, behavioral science and broadcast electronic arts---"Culture and Media in Biomedical Geomarkets. Her graduate degree in Applied Biocultural Anthropology is from the University of Maryland, College Park.

Reed serves as an appointed member of the National Institutes of Health (NIH) Institutional Review Board (IRB) for the National Heart, Lung, Blood Institute (NHLBI). For the NIH Office of the Director she conducted a cultural analysis of Bioethics Resources on the Web and conducted research on the participation of African Americans in clinical trials for the Department of Clinical Bioethics. As a radio and television executive, Reed produced a three-part radio series, Culture in Health. She has served as a panelist for the National Research Council Workshop on Race and Ethnic Classification. She has served as a grant proposal reviewer on behalf of the Department of Health and Human Services for projects that addressed ethnocultural aspects of organ transplantation and genetics. Reed has produced a policy presentation, "An Ethnocultural and Geographical Approach toward Genetic Literacy, "for the Health Resources Services Administration's (HRSA) strategic planning ---"Incorporating Genetic Medicine and Technology into Practice and Service."

From the 1980s, Reed used segmented targeted marketing techniques and Zip Code/census analyses to conduct extensive research on and pioneer a model to better characterize U.S. ethnic populations. This model integrated human, anthropology, epidemiology, ethnohistory, genealogy, genetics, geography, and migration. For environmental and population characterization efforts, this research has evolved into STEWARTTM /Segmented Targeted Environmental Web-Articulated Relative Territories. This research was used at the Environmental Protection Agency (EPA) Office of Research and Development (ORD), and resulted in a draft report, The Biocultural Aspects of Environmental Justice: Characterizing a Minority Community--- African Americans.

The focus of the research was the dilemma environmental scientists' face in addressing sociopolitical versus scientific issues in environmental justice policymaking when "race" is a major component in the framing of the issues. Further emphasis was on the differentiation between the social construction of "race" by phenotype and the frequency of various biomarkers and disease susceptibilities found in certain labeled populations.

Reed is a member of the American Anthropological Association (AAA), the Society for Applied Anthropology (SfAA), the American Association of Geographers (AAG), and the Afro-American Historical and Geological Society (AAHGS). She is a member of the Kennedy Institute of Ethics at Georgetown University.

Among her honors are a Commission appointment by the late San Francisco Mayor, George C. Moscone, a California Joint Assembly and Senate tribute, and a Congressional Record tribute [103rd Cong. Vol. 139. No. 25] by Congresswoman Anna G. Eshoo (D-CA).

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