This thesis investigates the influence of organizational culture on customer experience through a comprehensive study of a global supplier of home repair products. By combining organizational analysis and consumer research, this research draws on anthropological principles to explore the nuances of family governance and their effects on behavior, customer experience, and product design. The results of this study present insightful information on product perception and actionable strategies to improve product design, branding, and messaging in order to enhance customer experience and drive sales. Drawing on organizational anthropology and the utilization of critical reflexivity, this thesis provides a deeper understanding of how family-owned businesses can leverage research to challenge their cultural assumptions about products, consumers, and their organization, in order to effectively implement customer-centric solutions and drive organizational behavior, customer experience, and product development.