Ethnographic Opportunity Analysis  part 1 Hank Delcore & Jim Mullooly aka “TheAnthroGuys” @ www.TheAnthroGuys.com
Innovation?
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>1. Introduction of a  new/improved good </li></ul><ul...
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>1. Introduction of a  new/improved good </li></ul>Swe...
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>2. Introduction of a  new method  of production </li>...
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>3. Opening  new market or  territory  </li></ul>Shush...
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>4. Conquest of a  new source  of raw materials </li><...
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>5. New type  of organization </li></ul>Japanese  Auto...
<ul><li>Innovation in Business  (Schumpeter, 1934) </li></ul><ul><li>1. Introduction of a  new/improved good </li></ul>Swe...
Steve Jobs Master of Innovation as  improvement of an existing  good
How Personal Computers were Used
How Music was Used
How Smart Phones  were Used
Apple is a Software Company  (Steve Jobs)
<ul><li>Apple is a Software Company ( Jobs ) </li></ul>The Macintosh  Interface
Apple is a Software Company (Jobs) The Ipod’s  Itunes Store
Apple is a Software Company (Jobs) The Iphone’s  App Store
How can  you  find these opportunities?
Ethnographic (Inductive) Opportunity Analysis  <ul><li>Deductive Approaches </li></ul><ul><ul><li>Hypothesis    Data Coll...
 
Intel <ul><li>Green Homeowners as Lead Adopters </li></ul>
What People Say They Do and What They Do Are  Different
The Business Case for User-Driven Innovation <ul><li>Unprecedented specialization and segmentation , multiplied many times...
The Value of the Use Case <ul><li>Entrepreneurs can neither assume that they are socially or culturally close to users nor...
Increased Competition <ul><li>Increased competition  from emerging economies </li></ul><ul><li>Companies can no longer rel...
Democratization of Knowledge <ul><li>The  democratization of knowledge , driven by the internet and information technology...
Democratization of Knowledge <ul><li>Instead, consumers increasingly consider how a company and its products match their o...
Just to Stay Solvent <ul><li>As Squires and Byrne put it:  “…companies have to manufacture the  right  commodities and del...
<ul><li>Traditional R&D departments and entrepreneurs with their own views on “what people want” can no longer keep up wit...
THE ASSIGNMENT <ul><li>1) Conduct some sort of “inductive observation”,  </li></ul><ul><li>2) analyze your notes, then  </...
<ul><li>DESCRIPTION </li></ul><ul><ul><li>Rather than looking into a completely innovative idea (service or product), the ...
<ul><li>In Other Words </li></ul><ul><ul><li>Rather than looking for how consumers COULD use a NEW service/product, the go...
<ul><li>Steps </li></ul><ul><ul><li>1. Find a routine, taken-for-granted task/service/product, </li></ul></ul><ul><ul><li>...
Ethnographic Opportunity Analysis  part 1 Hank Delcore & Jim Mullooly aka “TheAnthroGuys” @ www.TheAnthroGuys.com Thanks f...
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Ethnographic Opportunity Analysis (Oct.5,2009)

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contextualized on my blog at http://theanthrogeek.com/2009/10/05/ethnographic-opportunity-analysis/

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Ethnographic Opportunity Analysis (Oct.5,2009)

  1. 1. Ethnographic Opportunity Analysis part 1 Hank Delcore & Jim Mullooly aka “TheAnthroGuys” @ www.TheAnthroGuys.com
  2. 2. Innovation?
  3. 3. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>1. Introduction of a new/improved good </li></ul><ul><li>2. Introduction of a new method of production </li></ul><ul><li>3. Opening new market or territory </li></ul><ul><li>4. Conquest of a new source of raw materials </li></ul><ul><li>5. New type of organization </li></ul>
  4. 4. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>1. Introduction of a new/improved good </li></ul>Sweet Chocolate
  5. 5. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>2. Introduction of a new method of production </li></ul>Henry Ford’s Assembly Line
  6. 6. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>3. Opening new market or territory </li></ul>Shushi in US
  7. 7. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>4. Conquest of a new source of raw materials </li></ul>Sugar Beets in 1870s
  8. 8. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>5. New type of organization </li></ul>Japanese Automotive Administration
  9. 9. <ul><li>Innovation in Business (Schumpeter, 1934) </li></ul><ul><li>1. Introduction of a new/improved good </li></ul>Sweet Chocolate
  10. 10. Steve Jobs Master of Innovation as improvement of an existing good
  11. 11. How Personal Computers were Used
  12. 12. How Music was Used
  13. 13. How Smart Phones were Used
  14. 14. Apple is a Software Company (Steve Jobs)
  15. 15. <ul><li>Apple is a Software Company ( Jobs ) </li></ul>The Macintosh Interface
  16. 16. Apple is a Software Company (Jobs) The Ipod’s Itunes Store
  17. 17. Apple is a Software Company (Jobs) The Iphone’s App Store
  18. 18. How can you find these opportunities?
  19. 19. Ethnographic (Inductive) Opportunity Analysis <ul><li>Deductive Approaches </li></ul><ul><ul><li>Hypothesis  Data Collection  Analysis </li></ul></ul><ul><ul><ul><li>from general to specific </li></ul></ul></ul><ul><li>Inductive Approaches </li></ul><ul><ul><li>Data Collection  Analysis  Hypothesis </li></ul></ul><ul><ul><ul><li>from specific to general </li></ul></ul></ul>
  20. 21. Intel <ul><li>Green Homeowners as Lead Adopters </li></ul>
  21. 22. What People Say They Do and What They Do Are Different
  22. 23. The Business Case for User-Driven Innovation <ul><li>Unprecedented specialization and segmentation , multiplied many times over by domestic and international cultural diversity. </li></ul>
  23. 24. The Value of the Use Case <ul><li>Entrepreneurs can neither assume that they are socially or culturally close to users nor that they can keep up with consumer trends themselves – unless they seek user-centered insights. </li></ul>
  24. 25. Increased Competition <ul><li>Increased competition from emerging economies </li></ul><ul><li>Companies can no longer rely on the advantages of being the first to introduce new technologies to the market. </li></ul>
  25. 26. Democratization of Knowledge <ul><li>The democratization of knowledge , driven by the internet and information technology in general </li></ul><ul><li>Armed with lots of information and the ability to buy from companies all over the globe, consumers no longer consider the price/quality trade-off as the sole driver of choice. </li></ul>
  26. 27. Democratization of Knowledge <ul><li>Instead, consumers increasingly consider how a company and its products match their own personal values, behaviors and needs. </li></ul><ul><li>To get at this, successful companies must include users in the innovation process . </li></ul>
  27. 28. Just to Stay Solvent <ul><li>As Squires and Byrne put it: “…companies have to manufacture the right commodities and deliver them in the right way to the right consumers at least four out of ten times every year – just to stay solvent” (Squires and Byrne 2002:xiv). </li></ul>
  28. 29. <ul><li>Traditional R&D departments and entrepreneurs with their own views on “what people want” can no longer keep up with the reality of rapidly evolving needs and desires. </li></ul>
  29. 30. THE ASSIGNMENT <ul><li>1) Conduct some sort of “inductive observation”, </li></ul><ul><li>2) analyze your notes, then </li></ul><ul><li>3) expand those notes into a brief report about what you found. </li></ul>
  30. 31. <ul><li>DESCRIPTION </li></ul><ul><ul><li>Rather than looking into a completely innovative idea (service or product), the goal is to 1) observe something that already works; 2) observe it in great detail; then 3) begin to understand it in such detail that you can 4) make concrete suggestions about improving it.  </li></ul></ul>
  31. 32. <ul><li>In Other Words </li></ul><ul><ul><li>Rather than looking for how consumers COULD use a NEW service/product, the goal is to observe how consumers DO use a EXISTING service/product with the intention of looking for opportunities to improve or “add value” to that experience. </li></ul></ul>
  32. 33. <ul><li>Steps </li></ul><ul><ul><li>1. Find a routine, taken-for-granted task/service/product, </li></ul></ul><ul><ul><li>2. “Hang out” and “thickly describe” it in a notebook,  </li></ul></ul><ul><ul><li>3. In a one page pitch , suggest some sort of innovation that will add value. DUE: Friday October 16 th by midnight. Submit by attached MS Word Document to theanthroguys @ gmail.com . </li></ul></ul><ul><ul><li>The best observations will be published on our blog and presented in class on October 21 st . </li></ul></ul>
  33. 34. Ethnographic Opportunity Analysis part 1 Hank Delcore & Jim Mullooly aka “TheAnthroGuys” @ www.TheAnthroGuys.com Thanks for your Time
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