Looking For New Customers Can An Anthropologist Help


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In this preserntation we take you through some of the ways anthropologists and the tools of anthropology could help you find new markets, see, feel and think differenlty about your customers and identify nonusers who could use your products and services.

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Looking For New Customers Can An Anthropologist Help

  1. 1. Looking for New Market Space? Can an Anthropologist help? Andrea J. Simon PhD Founder and President SAMC
  2. 2. Cultural Evolution <ul><li>Change Matters !!! </li></ul>
  3. 3. Why Crisis Drives Change <ul><li>Change is literally pain. </li></ul><ul><li>Brain fights change. </li></ul>
  4. 4. THE TIMES ARE CHANGING…CAN AN ANTHROPOLOGIST HELP? <ul><li>“ It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – sort of a “Charles Darwin” </li></ul>
  5. 5. Study of Culture <ul><li>Historically--small-scale societies </li></ul><ul><li>Applied today to current, complex societies: </li></ul><ul><ul><li>Corporate cultures </li></ul></ul><ul><ul><ul><li>Could yours keep you from changing? </li></ul></ul></ul><ul><ul><li>Exploring new Business opportunities </li></ul></ul><ul><ul><ul><li>Erickson studying texting among teens </li></ul></ul></ul><ul><ul><ul><li>P&G’s “Insighting Processes” </li></ul></ul></ul><ul><ul><li>Questions relevant to today’s societies </li></ul></ul><ul><ul><ul><li>Underground economy </li></ul></ul></ul><ul><ul><ul><li>Sanitation Culture in NYC </li></ul></ul></ul><ul><ul><li>Across the intersections--www.neuroanthropology.com </li></ul></ul>
  6. 6. Let’s begin helping you see… Andre Rieu
  7. 7. Not this
  8. 8. What did you see, feel and think? <ul><li>Classical Music </li></ul><ul><li>Traditional Setting </li></ul><ul><li>Dress in classic form </li></ul><ul><li>Conductor’s back </li></ul><ul><li>Disengaged </li></ul><ul><li>Focused on adults </li></ul><ul><li>Funeral </li></ul><ul><li>Pop Music </li></ul><ul><li>Untraditional setting </li></ul><ul><li>Colors, fashion </li></ul><ul><li>Conductor’s Personality Face First </li></ul><ul><li>Totally engaged </li></ul><ul><li>Young and Old </li></ul><ul><li>Party </li></ul>
  9. 9. <ul><li>“ If you want to understand how a lion hunts, don’t go to the zoo. Go to the Jungle.” (Kevin Roberts, Saatchi & Saatchi) </li></ul>Go Exploring
  10. 10. Please, don’t ask them what they need <ul><li>Henry Ford’s quote: </li></ul><ul><ul><li>“ If I had asked people how I could improve their transportation they would have told me to make their horses go faster.” </li></ul></ul>
  11. 11. What do they find? General Mills Go-Gurt Portable Yogurt Huggies Marriott International plans new layout for hotel lobbies The Business Journal of Phoenix - January 18, 2006 Alcoa Can consumption increase?
  12. 12. Who else? <ul><li>Shimano (Trex,Raleigh, Giant) Bicycles—for the 16 million who are not riding bikes </li></ul>
  13. 13. Anthropology <ul><li>Done with observational research techniques </li></ul><ul><ul><li>Ethnographic research </li></ul></ul><ul><ul><li>“ Deep Hanging Out” </li></ul></ul><ul><ul><li>“ A day in the life of a customer” </li></ul></ul><ul><ul><li>Video diaries </li></ul></ul><ul><ul><li>Photo studies </li></ul></ul><ul><ul><li>Listen—Culture Probes </li></ul></ul>
  14. 14. It is all about You! <ul><li>People saw solutions in different ways. And then made them happen. </li></ul>
  15. 15. Client Stories What they thought and what their customers needed were miles apart
  16. 16. A Safety-Net Hospital <ul><li>Took hospital administrators to spend a day in the life of their patients, doctors and staff </li></ul><ul><li>Boy, what they found! </li></ul>
  17. 17. A current client Watched Doctors and their patients discussing, using and worrying about Coumadin before they then redesigned the protocols to make physicians use it more comfortably and patients feel safer.
  18. 18. Point of Purchase Marketers
  19. 19. Can you do it yourself? <ul><li>Yes and you should! </li></ul><ul><li>Have you spent a “day in the life of your clients” and theirs? Take a camera and capture the experiences. </li></ul><ul><li>Shed the barriers – stop the “No, but’s” and build the “Yes, and…! </li></ul><ul><li>Build an video vault of your observations </li></ul><ul><li>Look for the intersections </li></ul><ul><li>Fight your mind map </li></ul><ul><li>Focus, repetition and density </li></ul><ul><li>Tell Stories and Draw Pictures </li></ul><ul><li>All about the experience—don’t just imagine </li></ul>
  20. 20. Some places to look <ul><li>www.pointforward.com –Gary Waymire, full range of products from Sony to Wells Fargo </li></ul><ul><li>www.jumpassociates.com-- Dev Patniak, for very clever research </li></ul><ul><li>www.innovationfocus.com-- Anne Orban, for consumer behavior </li></ul><ul><li>www.envirosell.com--Paco Underhill for space, retail, banks, malls </li></ul><ul><li>www.paragonrx.com--Jeff Fetterman for pharma and healthcare </li></ul><ul><li>www.simonassociates--for finding nonusers and new market space, Blue Oceans </li></ul>