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Behavioural Science, Ethnography, Social Media Analysis, AI ethics

Kensington, MD, 20895
December 27, 2019

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Rhonda J. Moore, PhD, MA


I am a medical anthropologist, behavioral scientist and health experience researcher who combines ethnographic methods, narrative and clinical medicine, marketing, health disparities, data science and ethics to better understand the behavioral impact of socio-cultural, economic, genetic, technological and other demographic differences on diverse patient experiences, individual sensemaking and problem-solving in the context of health care experiences. In my work as a human experience modeler, I have used ethnographic, archival data, social media platforms, textual analysis, and human- centered Artificial Intelligence (AI) to understand health disparities in consumer use behaviors across vulnerable populations (tobacco, cancer, pain), regulatory science and policy implications of emerging technologies, ethical implications and disparities in AI (AI bias, fairness, and inclusive AI), gamification and motivational design to enhance engagement, behavioral and related health outcomes in medically diverse populations. I accomplish this by leveraging my experience of over 12 years as a medical anthropologist and ethnographer, and seven years at the FDA as a social scientist. I am a recognized health disparities, behavioral scientist, pain and palliative care, narrative empathy and social and ethical implications of human-centered AI subject matter expert.


US Food and Drug Administration September 2012-present

Social Scientist, Center for Drugs Research and Evaluation (February 2019 -Present)

Social Science regulatory review of IND, NDA applications submitted for regulatory review.

Review and consultation on consumer research studies including label comprehension studies, literacy and FDA regulatory social science review.

Developing an AI-ML project titled, Using AI-ML to enhance Label Standardization, Annotation and Quality Assurance Processes in Nonprescription drug Labelling (OTC).

Represented CDER and the FDA at national meetings.

Social Scientist, Center for Tobacco Products, Office of Science (September 2012-February 2019)

Responsible for the development of research projects and papers in the following areas: Used human centered design to provide greater insight into socio- demographic-technical differences and inequality in consumer use behaviors (i.e., ethnographic study using social media platforms, blogs and forum to understand pain, opioid and other substance use experiences in tobacco consumers). Other research areas include: health disparities and vulnerability research, including the use of different data streams and archival research and methods to understand differential impact and variation in trajectories of targeted tobacco marketing on consumers use behaviors in vulnerable tobacco consumers; policy and ethical implications of corporate responsibility research; the use of games to enhance human experience data curation and engagement in tobacco consumer use behaviors.

In 2017, using computational ethnographic methods, I identified adverse substance use behaviors (i.e., THC, CBD, heroin, etc.) in individuals who vape, describing differential behavioral, policy and population impacts.

Completed archival research and textual analysis of Legacy Documents.

Invited external subject matter experts to FDA to provide additional input highlighting the role of targeted marketing of tobacco products (conventional and novel) on tobacco consumer use behaviors.

Developed extramural and intra-center collaborations to coordinate public policy analysis efforts to facilitate policy development. Developed the initial scientific and policy framework for electronic cigarettes as a member of the CTP Office of Policy (2012-2014; Office Dissolved 03/2014)

Developed research projects in key program areas (e.g. tobacco targeted marketing to minority and other vulnerable consumers, vulnerable populations in tobacco control, youth, pregnant women, disparities in tobacco product use, etc.).

Social Science regulatory review of tobacco industry applications and NIH-FDA funded contract proposals (i.e., Substantial Equivalence Review (SE review) and PMTA).

Led FDA CTP Working Groups (e.g. Coordinating Lead for Policy, eCigs working group, Lead for the Tobacco Control Regulatory Science (TCORS) Vulnerable Populations Working Group.

Presented and published key research findings.

Represented CTP and the FDA at national meetings.

Health Scientist, Office of Research Integrity (ORI), Office of Education and Integrity

US DHHS March 2009-September 2012

Project Officer and Researcher responsible for the human centered research and design of studies on ethics in research, with a programmatic focus on responsible conduct of research and plagiarism.

Conducted formative research and completed a web-based survey evaluation using mixed methods for the ORI. Proposed research program evaluations based on (e.g., differences in cultural norms on plagiarism) based on knowledge of the scientific fields and ORI goals. Review of Policy and Procedures for Regulatory Adherence.

Responsible for the scientific and administrative review and analyses of applications/proposals from a programmatic viewpoint. Provided scientific administration at each stage of the grant and contracts process, including the review and approval of progress reports.

Identified significant research findings in areas of interest, summarizing, evaluating, and explaining the results to ORI leadership and other audiences (e.g. academic, federal, etc.,).

Participated in DHHS-OS-Office of Research integrity and DHHS wide work groups and research initiatives.

Developed cross-agency and cross federal collaborations for research efforts.

Project Officer responsibilities included: Communicating about program emphasis and the ORI contracts process with prospective applicants and grantees. Consulted with grantees/contractors during preparation of applications/proposals and provide guidance on program issues. Developed, coordinated and administered contracts established to fulfill the mission of the Branch and Division.

Presented and published key research findings.

Represented the ORI-DEI and the US DHHS at national meetings.

Health Scientist (SRO), National Cancer Institute, NIH November 2006-February 2009

Federal Office and behavioral researcher responsible for the review of technical merit for behavioral R & D contract proposals and grant applications. Additional responsibilities include providing technical support for the preparation of request for applications, including U54 and P20 grant applications and Small Grants for Behavioral Research in Cancer Control [RO3].

In-depth knowledge of the NIH scientific and peer-review process, including the review of contract proposals and grant applications at the National Cancer Institute.

Research and publications in the following areas: Bio behavioral approaches to pain and palliative care, social and biological determinants of disparities in health and disease, potential biobehavioral mechanisms for understanding pain and to explain illness trajectories, ethics, consumer use research, ethical issues including human subject’s protections, and research focused on understanding the potential biobehavioral mechanisms underlying enduring health disparities and factor associated with resilience in vulnerable populations.

Developed cross- federal collaborations to enhance work efforts.

Presented and published key research findings.

Represented NCI and the NIH at national meetings.


University of Texas MD Anderson Cancer Center, Houston, TX

Post-Doctoral Fellowship Epidemiology/Clinical Ethnography 1998-2004

Duties: Lead researcher developing research projects and methods, primary data collection in breast and upper aerodigestive tract cancer survivors experiences of pain, curation of patient experience data in clinical settings, ethics, vulnerability and disparities research; facilitated effective cross-sector trainings and collaborations with local, academic, and practitioners, applied qualitative and quantitative social science methods to cancer pain research studies and analyses; conducted interdisciplinary research in the US and UK; and, communicated research results through invited talks and peer reviewed publications.

Hospice and Palliative Care, St. Christopher’s Hospice/St. Austell’s Cornwall, UK (King’s Fund)

Clinical Ethnography; Interdisciplinary Palliative Care 2000-2001

Duties: Developed and completed research projects and methods in patients and families in palliative care contexts (London/Cornwall), primary qualitative data collection in pain, empathy and palliative care, historical and archival research, ethics in palliative care; vulnerability and disparities research; conducted interdisciplinary research and communicated results through invited talks and peer reviewed publications.

Stanford University Medical School, Department of Psychiatry and Behavioral Sciences, Stanford, CA

Post-Doctoral Fellowship, Behavioral Science 1996-1998

Duties: Development of research projects and methods on the human centered experience of breast cancer pain and survivorship, primary data collection and multi-site field research in culturally and medically diverse breast cancer patients and survivors in the Bay Area in California and in Houston, Texas; cultural differences in experience modelling, archival research, ethical implications of research, vulnerability and health disparities research in breast cancer; stigma, empathy and pain research, conducted interdisciplinary health disparities and pain research and communicated results through invited talks and peer reviewed publications.

Stanford University, Department of Anthropology, Stanford, CA

Doctorate, 1996; MA 1991

Duties: Development of qualitative and ethnographic field research projects and methods, primary data collection on the diverse experiences of pain in military populations (US Army and US Marine Corps); vulnerability, empathy, stigma and disparities research; multi-site field work research; ethical issues of research in military populations; archival research, conducted interdisciplinary research and communicated results through invited talks and peer

reviewed publications.

University of Texas Austin, Department of Anthropology, Austin, TX

MA program (Degree conferred in May 1991 at Stanford University)

Focus: Historical Anthropology, Archival Research, Ethics, Ethnographic Methods

Northwestern University, School of Speech, Evanston, IL

BA, Communications/Performance Studies; Minors: Art (Lithography), Comparative Literatures

and Philosophy (Ethics), June 1988.


Current Research Projects:

Using Artificial Intelligence to create models for understanding pain disparities in Breast Cancer Survivors in the US. (03/2019- Present)

oUsing AI-NLP to understand pain disparities in breast cancer survivorship using unstructured patient narrative data. Partnership between CDER, FDA-OC-OCE, FDA-CDER-OTS, NCTR-FDA, University of Maryland and Stanford Medical School, Status: Under Development.

Using AI to enhance regulatory decision making in Palliative Care Clinical Trials (5/2019- Present

Partnership between CDER, OC-OCE, CDER-OTS, Stanford Medical School, Status: Under Development.

Ethical collection of data on Social Media Platforms (06/2019- Present)

Using Computational Ethnography and Geonarratives to understand pain, opioid and other substance use behaviors in tobacco consumers: (06/2017- Present, Status: Ongoing

Socio-cultural and ethical considerations of Human-Centered AI (04/2016-Present)

Research Areas:

Behavioral research, Ethical implications of Human- Centered AI, Inclusive human-centered AI, Computational Ethnography, and Real-world data (e.g. ethnography, archival data, social media platform data, GIS narrative), mixed method Studies integrating ethnographic, historical, social media platform analysis, and AI methodologies, Barriers to AI fairness and inclusion in vulnerable populations (e.g. pain, disability); empathy in care contexts, pain, palliative Care, empathy, disability, narrative and gamification,using retrospective mapping of social media platforms and spatial video Geonarratives (SVG) to understand tobacco use behaviors in individual’s living with chronic pain, opioid use and disability. Status: Ongoing


Moore RJ, Liu Q, Racz R, Smith R, Boinodiris P. Using computational ethnography as a method to handle outlier individuals. AI Fairness for People with Disabilities. Workshop at ASSETS-AI Fairness Workshop, 2019. Pittsburg, PA (Poster Presented at the ASSETS AI Fairness workshop, October 27, 2019).

Moore RJ, Smith R, Boinodiris, Liu Q. Using computational ethnography as a method to handle outlier individuals. AI Fairness for People with Disabilities. Paper in progress for the WHO-Bulletin of the World Health Organization. (in progress, 2019).

Moore RJ. Social and Ethical Implications of Human-Centered Artificial Intelligence (AI). Submitted Response to the National Institute of Technology and Standards (NIST), US Department of Commerce RFI: Developing a Federal AI Standards Engagement Plan. June 4, 2019. Retrieved from: nist-ai-rfi-rmoore-us-dhhs-fda_.pdf

Moore RJ, Gardner L, Holder-Hayes, Pope H, Jackson K and Wang B. Pain, Disability and tobacco use in the Population Health Assessment Study (PATH). (Summitted to Annals of Internal Medicine 12/2019).

Moore, RJ, Lyn-Cook B, Mendoza M, Gardner L, Williams J. Targeted Tobacco Marketing to African-Americans Living with Disabilities. (Submitted to AJPH, 12/2019).

Moore, RJ, Lyn-Cook B, Curtis A. Utilizing retrospective mapping of social media platforms and spatial video Geonarratives (SVG) to understand tobacco use behaviors in individuals living with chronic pain, opioid use and disability. (Abstract accepted for NASN 2018 Washington, DC, Writing in progress for full submission to JMIR, 12/2019).

Getz J, Word, B, Moore RJ et al. Vorinostat re-expressed estrogen receptor (ER) in triple negative breast cancer cell line subtypes and sensitized cells to tamoxifen and indole-3-carbinol in vitro. FDA/National Center for Toxicological Research Jefferson, FDA-CTP & University of Tennessee Health Science Center, Memphis, TN. (Published in AACR Proceedings, 2017).

Samir Soneji S, Pierce JP, Choi K, et al. Engagement with Online Tobacco Marketing and Associations with Tobacco Product Use among US Youth: Findings from Wave 1 of the Population Assessment of Tobacco and Health Study. (J Adolesc Health. 2017 Jul;61(1):61-69. doi: 10.1016/j.jadohealth.2017.01.023.Epub 2017 Mar 28).

Moore RJ, Groninger H. Chemotherapy Induced Peripheral Neuropathies in Pediatric Patients. 06/16/2013 Cereus, 2013. See also:

Moore, RJ, Hallenbeck, and J. Narrative Empathy and how dealing with stories helps: creating a space for Empathy in Culturally Diverse Care Settings. Invited paper, Journal of Pain and Symptom Management, Series entitled "Humanities: Art, Language and Spirituality in Palliative Care." J Pain Symptom Manage. 2010 Sep; 40(3):471-6.

Moore, RJ, Visovsky C. Chemotherapy induced peripheral neuropathies: Biopsychosocial Mechanisms, treatment approaches and Practical Applications for Cancer Pain. [CME Invited Article]. Oncology Nursing Journal (August Issue, 2010).

Moore RJ, Chamberlain, RM, Khuri FR. A Qualitative Study of Head and Neck Cancer (Supportive Care Cancer 2004, 12(5): 338-346).

Moore RJ. Chamberlain RM, Khuri FR. APO E and the risk for breast cancer in African-American and Non-Hispanic White women. (Oncology [Karger], 66(2):79-93, 2004).

Moore RJ, Khuri FR. Communicating suffering in primary stage head and neck cancer. European Journal Cancer Care. 13(4):53-64, 2004.

Moore RJ, Dougherty D, Chamberlain RM, Khuri F. Sex differences in survival from Non-small cell lung cancer: the M.D. Anderson Experience. Acta Oncologica. 43(1): 57-64, 2004.

Moore RJ, Dougherty D, Anh-Do K, Chamberlain RM, Khuri FR Racial Disparities in survival from cancers of the oral cavity and pharynx. Ethnicity and Health. 6(3/4):165-78, 2001.

Moore RJ, Chamberlain, RM, Khuri, FR. Communication Problems in the Advanced Stages of Non-Small Cell Lung Cancer. The Yale Journal Biology and Medicine. 74(6):367-82, 2001.

Moore, RJ. African-American Women and Breast Cancer—Failures of Biomedicine: Notes from a Study of Narrative. Cancer Nursing, 24(1): 35-40, 2001.

Moore RJ, Spiegel D. The Uses of Guided Imagery for Pain Control by African-American and White Women with Metastatic Breast Cancer. Integrative Medicine, 2:2, 115-126, 2000.

Spiegel D, Moore RJ, Imagery and Hypnosis in the Treatment of Cancer Patients. Oncology. 11: 1179-1190, 1997.

Book Chapters:

Moore RJ. Chemotherapy Induced Peripheral Neuropathies (CIPNs): A Biobehavioral Approach. In Biobehavioral Approaches to Pain (Moore RJ (Ed). Springer, NY, 2009. Retrieved from:**********.

Moore RJ, Breast Cancer in Women of African-Descent: Global and Biomedical Impact of Cultural and Socioeconomic Factors. In Breast Cancers in Women of African-Descent (eds. Williams CO, Hunter C, Falkson C, Olufunmilayo, OI). Springer, Dordrecht, NL, 2006. Retrieved from:**********.

Moore, RJ. Being Broken in the Marines: The Social Construction of Pain, Injury, Stigma and Cultural Belonging in the United States Marine Corps. Cultural Shaping of Violence: Victimization, Escalation, Response (ed. M. Anderson). Bloomington: Indiana University Press, 2005). Retrieved from:**********.

Moore RJ, Butow P. Culture and Oncology: Role of context effects. In Cancer, Culture and Communication. (Eds. Moore RJ, Spiegel D). Springer, Dordrecht, NL, 2004. Retrieved from:**********.

Moore RJ. "African-American Women and Breast Cancer: Failures of Western Biomedicine? In Preventing and Controlling Cancer in North America (D. Weiner, Ed.) Denver, CO: Praeger, 2000. Retrieved from:


Moore RJ (Ed). Handbook of Pain and Palliative Care: Biopsychosocial and Environmental Approaches for the Life course. 2nd edition. Springer, New York, 2019. Retrieved from:**********.

Moore RJ (Ed). Handbook of Pain and Palliative Care: Biobehavioral Approaches for the Life course. 1st edition. Springer, New York, 2013. Retried from:**********.

Moore RJ (Ed). Bio behavioral Approaches to Pain. Springer, NY, 2009. Retrieved from:**********.

Moore RJ, Spiegel, D (Eds). Cancer, Culture and Communication. Springer, Dordrecht, NL, 2004. Retrieved from:**********.


US Department of Health and Human Services Data Science CoLab’s winter 2020 cohort (Participant- January 2020- ).

FRSA, Fellow of the Royal Society for the encouragement of Arts, Manufactures and Commerce, 2019- Present

ATARC Artificial Intelligence & Data Analytics Working Group: AI and Ethics Focus, 2019 -Present

US FDA Office of Women’s Health Round Table Participant Gender influence on AI and other innovations, 10/2019

FDA Science Forum Working Group- Artificial Intelligence and Digital health, Panelist-AI Ethics, 2018- 9/11/2019

FDA AI Working Group- Social and Ethical Implications of AI Focus, 2018- Present

FDA Science Forum Working Group- Precision Medicine and Health, Chair, 2018-9/11/2019

MD4SG. Inequality and Bias in AI Working Group. Cornell University. Member, 2018-Present

FDA AI Working Group- Social and Ethical Implications of AI Focus, 2018- Present

Travel Award, Women of Color in Technology. Grace Hopper/ Anita B. September-October 2019.

Travel Award, Women of Color in Technology. Grace Hopper/ Anita B. September 2018.

Moore, RJ. Interview with Rhiannon McGregor for LSN Global-The Futures Laboratory. How Artificial Intelligence Inspectors could Safeguard Consumer Expectations. April 6, 2018. Retrieved from:

US Food and Drug Administration-Center for Tobacco Products, Group Recognition Award, Office of Science Waterpipe Working Group, June 2017.

US Food and Drug Administration-Center for Tobacco Products, Group Recognition Award, Office of Science Waterpipe Working Group, June 2015.

US Food and Drug Administration, Office of Chief Scientist Award, The Office of Women’s Health (OWH) Intramural Scientific Research Funding Program Intramural Grant: Project Title: The role of epigenetic mechanisms in re-expression of ER, PR, and HER receptors in triple negative breast cancer: effects of FDA approved epigenetic drugs and dietary agents and/or nicotine (Co-PI, Beverly Lyn-Cook, NCTR, received March 2016).


Moore RJ. Visiting Scientist UCSF-Stanford CERSI. AI-Data Science Visit. Social and Ethical Implications of AI. FDA Visiting Science Program. UCSF-Stanford Center of Excellence in Regulatory Science and Innovation (CERSI), Stanford, CA. July 22-25, 2019.

Moore RJ. (Panelist/Discussant). Societal and Ethical Implication of Artificial Intelligence. Panel Session: Artificial Intelligence and Digital Health—Regulatory Perspectives. US FDA Science Forum. September 2019.

Moore RJ, Lyn-Cook B, Curtis, A. Utilizing retrospective mapping of social media platforms and spatial video geonarratives (SVG) to understand tobacco consumers living with chronic pain, opioid use and disability. (Words and Networks panel session at the 2nd North American Social Networks (NASN, 2018, November 2018, Washington, DC)

Chronic Pain and Disability—Implications for Game Design. Special Session, Panel Organizer/ Moderator, Serious Play, GMU, May 2018)

Narrating Pain—Using Videogames to tell aspirational stories for social impact. Games for Change. Parson’s School of Design. New York, New York, August 2017.

Targeted Marketing in Videogames—Impact of Tobacco Control. (Organizer). Special Session Panel. Conference Organizer/Moderator. Marketing and Public Policy Conference, Washington, DC, 2017.

Electronic Cigarette Marketing to Vulnerable Populations—Mixed Messages about harmless devices and the impact on Targeted Marketing to Pregnant women. The University of South Florida 23rd Annual Social Marketing Conference. Tobacco Marketing Panel (Meeting Organizer). June 2014.

Plagiarism from Different Cultural Perspectives. Office of Extramural Research. NIH Extramural Research Integrity Training 2012. National Institutes of Health. Rockville, MD, July 10, 2012.

Skills: Python (Beginner), Ethnography (Expert), Behavioral Science (Expert), Research (Expert), Ethics of Social Media Platform Research (Experienced), Consumer Behavior Research (Expert), User Research (Expert), Regulatory Policy Research (Expert) Text and Narrative Analysis (Expert), Narrative Empathy (Expert), Targeted Marketing Research (Expert), Health Disparities (Expert), Pain and Palliative Care (Expert), Ethics (Expert), Social and Ethical Implications of AI (Expert).


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