Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Careers in design industry and anthropology

232 views

Published on

Careers in Design Industry and Anthropology

Published in: Career
  • Be the first to comment

  • Be the first to like this

Careers in design industry and anthropology

  1. 1. CAREERS IN DESIGN INDUSTRY AND ANTHROPOLOGY
  2. 2.  What is Anthropology?  Drawing its name from the Greek words anthropos ("human") and logia ("study").  Anthropology “Science of Humanity”  It is the study of humans, past and present. Careers in Design Industry and Anthropology
  3. 3. Careers in Design Industry and Anthropology
  4. 4. Careers in Design Industry and Anthropology
  5. 5. Careers in Design Industry and Anthropology EDUCATION/OUTREACH ADMINISTRATION/MANAGEMENT ARCHAEOLOGY ETHNOGRAPHY/CULTURAL ANTHROPOLOGY CULTURAL RESOURCE MANAGEMENT (CRM) EVALUATION/ASSESSMENT HISTORIC PRESERVATION HEALTH (INTERNATIONAL/PUBLIC HEALTH) MUSEUM/CURATION/PROJECT DESIGN ENVIRONMENT AND NATURAL RESOURCES COMMUNITY DEVELOPMENT BUSINESS ADVOCACY (HUMAN RIGHTS/SOCIAL JUSTICE) TOURISM/HERITAGE HUMAN/SOCIAL SERVICES HEALTHCARE MANAGEMENT/SERVICES/DELIVER DESIGN (PRODUCTS AND/OR SERVICES) SOCIAL IMPACT ASSESSMENT INTERNATIONAL DEVELOPMENT/AFFAIRS MARKET RESEARCH FORENSICS LAW/CRIMINAL JUSTICE/LAW ENFORCEMENT MASS COMMUNICATION HUMANITARIAN EFFORTS
  6. 6. Careers in Design Industry and Anthropology THE GLOBAL “HIT RATE” OF INNOVATIONS EFFORTS IS AROUND 4 PERCENT Many companies and other forms of organizations are putting in large amounts of money in developing new products or service which are not working optimal or are failing on the market, the main reasons are: • Lack of deep knowledge and insight about people’s behavior, expressed and hidden needs, their feelings, their triggers for motivation, their experiences and expectations in relation to a product or service. • Late testing of product or service among people, the project period and the money are almost consumed and it is difficult to re-design. • Organizational barriers between departments of business, market and R&D, developers are to far from potential users. • Both products and services are too similar compared with each other
  7. 7. Careers in Design Industry and Anthropology HOW TO RAISE YOUR HIT RATE Is it possible to increase the “hit rate” on the market? Some companies have raised their “hit rate” on the market between 34 and 70 percent. Using Anthropology in combination with User Driven Innovation and Design. These companies are able to get a deeper insight about potential users or lead users behavior, their expressed and hidden needs, their feelings, triggers for motivation, experiences and expectations in relation to a product or service.
  8. 8. Careers in Design Industry and Anthropology Anthropology combined with user driven and participatory innovation and design is a proven concept to help companies increase the “hit rate” on the market and reduce developing costs.
  9. 9. Careers in Design Industry and Anthropology • The branch of anthropology combined with Design was developed in Japan and in the US by the end of the 1960s. • The Rank Xerox in the US was one of the first companies using Design Anthropologists. • The big green button on their copying machines is one result of early Design Anthropology. • Since then the discipline has developed and today Design Anthropologists are working directly in innovation processes. DESIGN ANTHROPOLOGY
  10. 10. Careers in Design Industry and Anthropology • Anthropology is the science of Man, attempting to understand and explain human behavior and social organization. • The methods developed and used in anthropology are ethnographic field methods, which are qualitative methods such as unstructured deep interviews, participatory observation and other participatory methods. • Participatory Observation is the superior method in finding hidden needs • Participatory Observation is the superior method in finding hidden needs, needs that we can’t formulate but are unveiling in our behavior or expressed through deep metaphors. • Anthropologist lives, without to be a part, together with and in the real context of the potential users. DESIGN ANTHROPOLOGY
  11. 11. Careers in Design Industry and Anthropology Field team of Anthropologists Many companies confronted with strong competition take advantage of Design Anthropology and User Driven Innovation/Design. For example Nokia started up a field team of Design Anthropologists last year, other companies are Motorola, Lego, Electrolux, Boeing and Honda.
  12. 12. Careers in Design Industry and Anthropology Some examples of well known products which originate from using Design Anthropology are: Lexus, Toyota – Toyota wanted to penetrate the American market with a new car in the same category as BMW and Mercedes. Toyota offered middle class families anthropologists as au-pair girls who lived with the family and observed everything the families did related to cars. The information obtained was the platform for the Lexus concept. Lexus became very popular and was once the best selling car in its category. In Lean Product Development/Innovation the key is deep knowledge and insights about potential users. In Lean Product Development/Innovation the key is deep knowledge and insights about potential users
  13. 13. Careers in Design Industry and Anthropology Some examples of well known products which originate from using Design Anthropology are: Huggies Pull-Ups diapers – Design Anthropologists visited families with children in diapers. It came out that diapers symbolize parents focus on their children’s future development and success. Parents felt ashamed if their child wore diapers too long, the question “is your child still in diapers?” was not well received. The result is diapers looking more like underpants. E-trans – a painless injection for local anesthesia through weak electric impulses. Design Anthropologists visited health clinics and observed children’s painful reactions on injections.
  14. 14. Careers in Design Industry and Anthropology Thank You Priyanka Sharma Course Leader B.A. (Hons.) Jewelry Design Pearl Academy, Jaipur 9413332626, 9828331940 Email: ht_priyanka@rediffmail.com

×