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11
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 1 (Fall 2015) 10/12/15part 1 (Fall 2015) 10/12/1...
22
What about
knowing matters
most to you?
33
Do you want to know
what everyone
knows or what none
of us know?
44
Which matters:
–Knowledge or
Ignorance
55
 If we compare knowledge to
matter than why are we fixated on
the smallest fraction of reality?
–Ordinary matter 5%
–d...
66
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.
77
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies
apart.
88
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.
99
 Courage, cleverness, innovation
1010
Consider the most
innovative
product or process
you can think of
1111
Innovation?
Innovation is not the product of logical
thought, even though the final product is
tied to a logical stru...
1212
Magdalenian bone sewing needles
from Gourdan Cave, France
1313
Magdalenian bone sewing needles
from Gourdan Cave, France
Innovation?
1414
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 1. Introduction of a1. Introduc...
1515
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 1. Introduction of a1. Introduc...
1616
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 2. Introduction2. Introduction
...
1717
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 3. Opening3. Opening newnew
mar...
1818
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 4. Conquest of a4. Conquest of ...
1919
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 5. New type5. New type of organ...
2020
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 1. Introduction of a1. Introduc...
2121
Introduction of aIntroduction of a
new/improved goodnew/improved good
2222
Introduction of aIntroduction of a
new/improved goodnew/improved good
2323
Introduction of aIntroduction of a
new/improved goodnew/improved good
2424
Introduction of aIntroduction of a
new/improved goodnew/improved good
2525
Steve JobsSteve Jobs
Master of
Innovation as
improvement of
an existing
good
2626
HowHow
PersonalPersonal
ComputersComputers
were Usedwere Used
(1984)(1984)
2727
How MusicHow Music
devicesdevices
were Usedwere Used
(2001)(2001)
2828
How SmartHow Smart
PhonesPhones
were Usedwere Used
(2007)(2007)
2929
How TabletHow Tablet
ComputersComputers
were Usedwere Used
(2010)(2010)
3030
HowHow
WatchesWatches
are Usedare Used
((NOWNOW))
3131
BUTBUT
Apple is aApple is a
SoftwareSoftware
CompanyCompany
(Steve Jobs)(Steve Jobs)
3232
 Apple is a Software Company (Apple is a Software Company (JobsJobs))
The Macintosh Interface
3333
Apple is a Software Company (Jobs)
The Ipod’s Itunes Store
3434
Apple is a Software Company (Jobs)
The Iphone’s
App Store
3535
Apple is a Software Company
(Jobs)
The Ipad’s
App Store
3636
Apple is a Software Company
(Jobs)
The
Watch’s
????????
3737
How can you
find these
opportunities?
3838
Through
Induction
3939
What is Induction?What is Induction?
 Deductive ApproachesDeductive Approaches
– HypothesisHypothesis  Data Collec...
4040
What is Induction?What is Induction?
4141
A generalization is the
conceptualization of cause and
effect; i.e., inducting may be
described as measurement omissi...
4242
Inspirational
Induction
Feel that
“ah ha”
moment
when you
see
something
unexpected
4343
4444
4545
4646
4747
Induction
vs
Inspirational Analytical
4949
Inspirational Induction Analytic Induction
Work Workaround
Engineer Reverse Engineer
5050
"The ability to observe consumers
in context, without preconceptions,
and then deliver a market-worthy
innovation."  ...
I will now
Apply this
Theory
5151
5252
QUESTION: What
do you do with
dirty clothes?
CASE 1:
Dirty
Laundry
5353
Proctor &Proctor &
GambleGamble
ObservedObserved
People doingPeople doing
laundrylaundry
5454
Found
5555
CASE 2:
Global
Markets
QUESTION:
How can you
compete?
5656
Observed
Observed
IndiansIndians
outsideoutside
Americans in bathroomsAmericans in bathrooms
(running water)(running ...
5757
US concern: a close
shave  more blades;
Indian concern: clean
blades, not cutting
themselves.
Found 1
Found 1
5858
Found 2
Found 2HEADLINE:
“Gillette's Latest
Innovation in Razors:
the 11-Cent Blade”
For its part, P&G has doubled th...
5959
All of these cases
illustrate one
overarching
observation:
6060
What PeopleWhat People
Say They DoSay They Do
and What Theyand What They DoDo
areare DifferentDifferent
6161
The Business Case for User-The Business Case for User-
Driven InnovationDriven Innovation
 UnprecedentedUnprecedente...
6262
The Value of theThe Value of the Use CaseUse Case
 Entrepreneurs cannotEntrepreneurs cannot
assume they are socially...
6363
Democratization ofDemocratization of
KnowledgeKnowledge 11
Driven by the internetDriven by the internet
and informati...
6464
Democratization ofDemocratization of
KnowledgeKnowledge 22
 Consumers increasinglyConsumers increasingly
consider ho...
6565
 Traditional R&DTraditional R&D
departments anddepartments and
entrepreneurs withentrepreneurs with
their own views ...
6666
Just to Stay SolventJust to Stay Solvent
 As Squires and Byrne put it:As Squires and Byrne put it: “…companies“…comp...
6767
YOU will now Apply this Knowledge:
Your Assignment:
“ethnographic opportunity
analysis fieldwork”
6868
Anthropologists Entrepreneurs Application
Trained to think
holistically
Intuitively holistic Visionary,
iconoclastic
...
6969
If I have ever made any
valuable discoveries, it
has been owing more
to patient attention,
than any other talent.
Isa...
7070
Where
Observation is
Concerned,
chance favors
the prepared
mind.
-Louis Pasteur
(1882-1895)
THE ASSIGNMENT:THE ASSIGN...
7171
THE ASSIGNMENTTHE ASSIGNMENT
 1) Conduct some sort of1) Conduct some sort of “inductive“inductive
observation”,obser...
7272
 DESCRIPTIONDESCRIPTION
– Rather than looking into a completelyRather than looking into a completely
innovative idea...
7373
 In Other WordsIn Other Words (not your pet idea)(not your pet idea)
– Rather than looking for how consumersRather t...
7474
 StepsSteps
– 1. Find a routine, taken-for-granted1. Find a routine, taken-for-granted
task/service/product,task/ser...
7575
 This will be your Assignment 4.This will be your Assignment 4.
 Email it directly to Tim and AshwinEmail it direct...
7676
7777
7878
7979
8080
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 1part 1
James MulloolyJames Mullooly
akaaka “T...
8181
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 2part 2
James MulloolyJames Mullooly
akaaka “T...
Two Brothers and a Woman
Epimetheus, foolish; Prometheus, clever.
Epimetheus
("hindsight”)
Prometheus
("foresight”)
8484
What is Induction?What is Induction?
Induction
vs
Inspirational Analytical
8686
Inspirational Induction Analytic Induction
Work Workaround
Engineer Reverse Engineer
8787
Anthropologists Entrepreneurs Application
Trained to think
holistically
Intuitively holistic Visionary,
iconoclastic
...
8888
The Business Case for User-The Business Case for User-
Driven InnovationDriven Innovation
 UnprecedentedUnprecedente...
8989
The Value of theThe Value of the Use CaseUse Case
 Entrepreneurs cannotEntrepreneurs cannot
assume they are socially...
9090
Democratization ofDemocratization of
KnowledgeKnowledge 11
Driven by the internetDriven by the internet
and informati...
9191
Democratization ofDemocratization of
KnowledgeKnowledge 22
 Consumers increasinglyConsumers increasingly
consider ho...
9292
 Traditional R&DTraditional R&D
departments anddepartments and
entrepreneurs withentrepreneurs with
their own views ...
9393
Just to Stay SolventJust to Stay Solvent
 As Squires and Byrne put it:As Squires and Byrne put it: “…companies“…comp...
9494
This idea is
catching on
Anthropology
Inc.
The Atlantic,
MARCH 2013
http://www.theatlantic.com/magazine/archive/2013/...
9595
Best in ShowBest in Show
Let’s meet someLet’s meet some
of the bestof the best
“Ethnographic“Ethnographic
Opportunity...
9696
Best in ShowBest in Show Fall 2015Fall 2015
1
2.
3.
4.
5.
6.
7.
8.
9.
10.
9797
Thanks Again,
Follow me at:
TheAnthroGeek.com
A Student’s Workspace, Student Union, Spring 2013
Mike’s Workspace, Fall 2012
A Student’s Workspace, 2nd
floor of Library, Spring
2013
Use Case Continuum
Library/Lab Fountain
schoolwork non-schoolwork
Student Union
small smart device
Work Type:
Location:
De...
Use Case Trend Model
Library/Lab FountainStudent Union
Word
implies
collapsin
g all
three;
Life?
Static
Production
intensi...
Use Case Trend Model
Library/Lab FountainStudent Union
Word
implies
collapsin
g all
three;
Life?
Static
Production
intensi...
104104
Thanks Again,
Follow us at:
theanthroguys.com
107107
109109
Best in ShowBest in Show SpringSpring
20152015
1 Natalie Bruhin-Filto-Washer
2. Alexander Ramirez-PowerPacker
3. Ra...
Ethnographic opportunity analysis fl15 part 1(mullooly)
Ethnographic opportunity analysis fl15 part 1(mullooly)
Ethnographic opportunity analysis fl15 part 1(mullooly)
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Ethnographic opportunity analysis fl15 part 1(mullooly)

  1. 1. 11 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 1 (Fall 2015) 10/12/15part 1 (Fall 2015) 10/12/15 James MulloolyJames Mullooly akaaka “TheAnthroGeek” @“TheAnthroGeek” @ www.TheAnthrowww.TheAnthroGeekGeek.com.com
  2. 2. 22 What about knowing matters most to you?
  3. 3. 33 Do you want to know what everyone knows or what none of us know?
  4. 4. 44 Which matters: –Knowledge or Ignorance
  5. 5. 55  If we compare knowledge to matter than why are we fixated on the smallest fraction of reality? –Ordinary matter 5% –dark matter & energy 95%.
  6. 6. 66 Astronomers theorize that the faster expansion rate is due to a mysterious dark force that is pushing galaxies apart.
  7. 7. 77 Astronomers theorize that the faster expansion rate is due to a mysterious dark force that is pushing galaxies apart.
  8. 8. 88 Astronomers theorize that the faster expansion rate is due to a mysterious dark force that is pushing galaxies apart.
  9. 9. 99  Courage, cleverness, innovation
  10. 10. 1010 Consider the most innovative product or process you can think of
  11. 11. 1111 Innovation? Innovation is not the product of logical thought, even though the final product is tied to a logical structure - Albert Einstein
  12. 12. 1212 Magdalenian bone sewing needles from Gourdan Cave, France
  13. 13. 1313 Magdalenian bone sewing needles from Gourdan Cave, France Innovation?
  14. 14. 1414  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  1. Introduction of a1. Introduction of a new/improved goodnew/improved good  2. Introduction of a2. Introduction of a new methodnew method ofof productionproduction  3. Opening3. Opening new market ornew market or territoryterritory  4. Conquest of a4. Conquest of a new sourcenew source of rawof raw materialsmaterials  5. New type5. New type of organizationof organization
  15. 15. 1515  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  1. Introduction of a1. Introduction of a new/improved goodnew/improved good Sweet Chocolate
  16. 16. 1616  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  2. Introduction2. Introduction of aof a new methodnew method of productionof production Henry Ford’s Assembly Line
  17. 17. 1717  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  3. Opening3. Opening newnew market ormarket or territoryterritory Sushi in US
  18. 18. 1818  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  4. Conquest of a4. Conquest of a newnew sourcesource of raw materialsof raw materials Sugar Beets in 1870s
  19. 19. 1919  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  5. New type5. New type of organizationof organization Japanese Automotive Administration
  20. 20. 2020  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  1. Introduction of a1. Introduction of a new/improved goodnew/improved good Sweet Chocolate
  21. 21. 2121 Introduction of aIntroduction of a new/improved goodnew/improved good
  22. 22. 2222 Introduction of aIntroduction of a new/improved goodnew/improved good
  23. 23. 2323 Introduction of aIntroduction of a new/improved goodnew/improved good
  24. 24. 2424 Introduction of aIntroduction of a new/improved goodnew/improved good
  25. 25. 2525 Steve JobsSteve Jobs Master of Innovation as improvement of an existing good
  26. 26. 2626 HowHow PersonalPersonal ComputersComputers were Usedwere Used (1984)(1984)
  27. 27. 2727 How MusicHow Music devicesdevices were Usedwere Used (2001)(2001)
  28. 28. 2828 How SmartHow Smart PhonesPhones were Usedwere Used (2007)(2007)
  29. 29. 2929 How TabletHow Tablet ComputersComputers were Usedwere Used (2010)(2010)
  30. 30. 3030 HowHow WatchesWatches are Usedare Used ((NOWNOW))
  31. 31. 3131 BUTBUT Apple is aApple is a SoftwareSoftware CompanyCompany (Steve Jobs)(Steve Jobs)
  32. 32. 3232  Apple is a Software Company (Apple is a Software Company (JobsJobs)) The Macintosh Interface
  33. 33. 3333 Apple is a Software Company (Jobs) The Ipod’s Itunes Store
  34. 34. 3434 Apple is a Software Company (Jobs) The Iphone’s App Store
  35. 35. 3535 Apple is a Software Company (Jobs) The Ipad’s App Store
  36. 36. 3636 Apple is a Software Company (Jobs) The Watch’s ????????
  37. 37. 3737 How can you find these opportunities?
  38. 38. 3838 Through Induction
  39. 39. 3939 What is Induction?What is Induction?  Deductive ApproachesDeductive Approaches – HypothesisHypothesis  Data CollectionData Collection  AnalysisAnalysis  from general to specificfrom general to specific  Inductive ApproachesInductive Approaches – Data CollectionData Collection  AnalysisAnalysis  HypothesisHypothesis  from specific to generalfrom specific to general
  40. 40. 4040 What is Induction?What is Induction?
  41. 41. 4141 A generalization is the conceptualization of cause and effect; i.e., inducting may be described as measurement omission applied to causal connections. FROM: The Logical Leap: Induction in Physics, By David Harriman What is Induction?What is Induction?
  42. 42. 4242 Inspirational Induction Feel that “ah ha” moment when you see something unexpected
  43. 43. 4343
  44. 44. 4444
  45. 45. 4545
  46. 46. 4646
  47. 47. 4747
  48. 48. Induction vs Inspirational Analytical
  49. 49. 4949 Inspirational Induction Analytic Induction Work Workaround Engineer Reverse Engineer
  50. 50. 5050 "The ability to observe consumers in context, without preconceptions, and then deliver a market-worthy innovation."  -Hank Delcore Concise (i.e. biz-friendly) definition of "analytic induction"?
  51. 51. I will now Apply this Theory 5151
  52. 52. 5252 QUESTION: What do you do with dirty clothes? CASE 1: Dirty Laundry
  53. 53. 5353 Proctor &Proctor & GambleGamble ObservedObserved People doingPeople doing laundrylaundry
  54. 54. 5454 Found
  55. 55. 5555 CASE 2: Global Markets QUESTION: How can you compete?
  56. 56. 5656 Observed Observed IndiansIndians outsideoutside Americans in bathroomsAmericans in bathrooms (running water)(running water)
  57. 57. 5757 US concern: a close shave  more blades; Indian concern: clean blades, not cutting themselves. Found 1 Found 1
  58. 58. 5858 Found 2 Found 2HEADLINE: “Gillette's Latest Innovation in Razors: the 11-Cent Blade” For its part, P&G has doubled the percentage of its roughly $20 billion in annual revenue coming from emerging markets since 2000 to about 40 percent (October 2013).
  59. 59. 5959 All of these cases illustrate one overarching observation:
  60. 60. 6060 What PeopleWhat People Say They DoSay They Do and What Theyand What They DoDo areare DifferentDifferent
  61. 61. 6161 The Business Case for User-The Business Case for User- Driven InnovationDriven Innovation  UnprecedentedUnprecedented specialization andspecialization and segmentationsegmentation, multiplied, multiplied many times over bymany times over by domestic anddomestic and international culturalinternational cultural diversity.diversity.
  62. 62. 6262 The Value of theThe Value of the Use CaseUse Case  Entrepreneurs cannotEntrepreneurs cannot assume they are sociallyassume they are socially or culturally close to usersor culturally close to users and they cannot keep upand they cannot keep up with consumer trendswith consumer trends unless they seek user-unless they seek user- centered insights.centered insights.
  63. 63. 6363 Democratization ofDemocratization of KnowledgeKnowledge 11 Driven by the internetDriven by the internet and informationand information technology in generaltechnology in general Armed with lots of information and the ability to buyArmed with lots of information and the ability to buy from companies all over the globe, consumers nofrom companies all over the globe, consumers no longer considerlonger consider the price/quality trade-offthe price/quality trade-off as the soleas the sole driver of choice.driver of choice.
  64. 64. 6464 Democratization ofDemocratization of KnowledgeKnowledge 22  Consumers increasinglyConsumers increasingly consider how a company andconsider how a company and its products matchits products match their owntheir own personal valuespersonal values, behaviors, behaviors and needs.and needs. To get at this,To get at this, successful companies mustsuccessful companies must include usersinclude users in the innovation processin the innovation process..
  65. 65. 6565  Traditional R&DTraditional R&D departments anddepartments and entrepreneurs withentrepreneurs with their own views ontheir own views on “what people want”“what people want” can no longer keepcan no longer keep upup with the reality ofwith the reality of rapidly evolvingrapidly evolving needs and desires.needs and desires.
  66. 66. 6666 Just to Stay SolventJust to Stay Solvent  As Squires and Byrne put it:As Squires and Byrne put it: “…companies“…companies have to manufacture the right commodities andhave to manufacture the right commodities and deliver them in the right way to the rightdeliver them in the right way to the right consumers at least four out of ten times everyconsumers at least four out of ten times every year – just to stay solvent” (Squires and Byrneyear – just to stay solvent” (Squires and Byrne 2002:xiv).2002:xiv).
  67. 67. 6767 YOU will now Apply this Knowledge: Your Assignment: “ethnographic opportunity analysis fieldwork”
  68. 68. 6868 Anthropologists Entrepreneurs Application Trained to think holistically Intuitively holistic Visionary, iconoclastic Evolutionary approach Forward looking Know future demands Seek insider perspective Intuitively knows consumers’ wants Know when something will be of value Trained to be Inductive Intuitively Inductive Keen observers, see opportunities We are not that different
  69. 69. 6969 If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent. Isaac Newton: (1642-1727) THE ASSIGNMENT: Pay AttentionTHE ASSIGNMENT: Pay Attention
  70. 70. 7070 Where Observation is Concerned, chance favors the prepared mind. -Louis Pasteur (1882-1895) THE ASSIGNMENT:THE ASSIGNMENT: Preparation
  71. 71. 7171 THE ASSIGNMENTTHE ASSIGNMENT  1) Conduct some sort of1) Conduct some sort of “inductive“inductive observation”,observation”,  2) analyze your notes, then2) analyze your notes, then  3) expand those notes into a brief3) expand those notes into a brief report about what you found.report about what you found.
  72. 72. 7272  DESCRIPTIONDESCRIPTION – Rather than looking into a completelyRather than looking into a completely innovative idea (service or product), theinnovative idea (service or product), the goal is togoal is to 1) observe something that1) observe something that already works; 2) observe it in greatalready works; 2) observe it in great detail; then 3) begin to understanddetail; then 3) begin to understand it init in such detail that you cansuch detail that you can 4) make4) make concrete suggestionsconcrete suggestions about improving it. about improving it. 
  73. 73. 7373  In Other WordsIn Other Words (not your pet idea)(not your pet idea) – Rather than looking for how consumersRather than looking for how consumers COULD use a NEW service/product, theCOULD use a NEW service/product, the goal is togoal is to observe how consumers DOobserve how consumers DO use a EXISTING service/productuse a EXISTING service/product with thewith the intention ofintention of looking for opportunitieslooking for opportunities toto improve orimprove or “add value”“add value” to thatto that experience.experience.
  74. 74. 7474  StepsSteps – 1. Find a routine, taken-for-granted1. Find a routine, taken-for-granted task/service/product,task/service/product, – 2.2. “Hang out” and “thickly describe” it in a“Hang out” and “thickly describe” it in a notebook, notebook,  – 3.3. In a 2-3 page pitchIn a 2-3 page pitch, suggest some sort of, suggest some sort of innovation that will add value. DUE: Wednesdayinnovation that will add value. DUE: Wednesday Oct 16rd by 3:00pm in class. Email to Eric.Oct 16rd by 3:00pm in class. Email to Eric. – The best observations will be published on ourThe best observations will be published on our blog and presented in class on the Wednesdayblog and presented in class on the Wednesday after that.after that.
  75. 75. 7575  This will be your Assignment 4.This will be your Assignment 4.  Email it directly to Tim and AshwinEmail it directly to Tim and Ashwin  Part I - 10/12/15Part I - 10/12/15 Due Date 10/21/15Due Date 10/21/15  Part II - 10/28/15Part II - 10/28/15 Send questions to Prof. Mullooly atSend questions to Prof. Mullooly at Jmullooly@csufresno.eduJmullooly@csufresno.edu
  76. 76. 7676
  77. 77. 7777
  78. 78. 7878
  79. 79. 7979
  80. 80. 8080 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 1part 1 James MulloolyJames Mullooly akaaka “TheAnthroGeek” @“TheAnthroGeek” @ www.TheAnthrowww.TheAnthroGeekGeek.com.com Thanks for your Time
  81. 81. 8181 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 2part 2 James MulloolyJames Mullooly akaaka “TheAnthroGeek” @“TheAnthroGeek” @ www.TheAnthrowww.TheAnthroGeekGeek.com.com
  82. 82. Two Brothers and a Woman
  83. 83. Epimetheus, foolish; Prometheus, clever. Epimetheus ("hindsight”) Prometheus ("foresight”)
  84. 84. 8484 What is Induction?What is Induction?
  85. 85. Induction vs Inspirational Analytical
  86. 86. 8686 Inspirational Induction Analytic Induction Work Workaround Engineer Reverse Engineer
  87. 87. 8787 Anthropologists Entrepreneurs Application Trained to think holistically Intuitively holistic Visionary, iconoclastic Evolutionary approach Forward looking Know future demands Seek insider perspective Intuitively knows consumers’ wants Know when something will be of value Trained to be Inductive Intuitively Inductive Keen observers, see opportunities
  88. 88. 8888 The Business Case for User-The Business Case for User- Driven InnovationDriven Innovation  UnprecedentedUnprecedented specialization andspecialization and segmentationsegmentation, multiplied, multiplied many times over bymany times over by domestic anddomestic and international culturalinternational cultural diversity.diversity.
  89. 89. 8989 The Value of theThe Value of the Use CaseUse Case  Entrepreneurs cannotEntrepreneurs cannot assume they are sociallyassume they are socially or culturally close to usersor culturally close to users and they cannot keep upand they cannot keep up with consumer trendswith consumer trends unless they seek user-unless they seek user- centered insights.centered insights.
  90. 90. 9090 Democratization ofDemocratization of KnowledgeKnowledge 11 Driven by the internetDriven by the internet and informationand information technology in generaltechnology in general Armed with lots of information and the ability to buyArmed with lots of information and the ability to buy from companies all over the globe, consumers nofrom companies all over the globe, consumers no longer considerlonger consider the price/quality trade-offthe price/quality trade-off as the soleas the sole driver of choice.driver of choice.
  91. 91. 9191 Democratization ofDemocratization of KnowledgeKnowledge 22  Consumers increasinglyConsumers increasingly consider how a company andconsider how a company and its products matchits products match their owntheir own personal valuespersonal values, behaviors, behaviors and needs.and needs. To get at this,To get at this, successful companies mustsuccessful companies must include usersinclude users in the innovation processin the innovation process..
  92. 92. 9292  Traditional R&DTraditional R&D departments anddepartments and entrepreneurs withentrepreneurs with their own views ontheir own views on “what people want”“what people want” can no longer keepcan no longer keep upup with the reality ofwith the reality of rapidly evolvingrapidly evolving needs and desires.needs and desires.
  93. 93. 9393 Just to Stay SolventJust to Stay Solvent  As Squires and Byrne put it:As Squires and Byrne put it: “…companies“…companies have to manufacture the right commodities andhave to manufacture the right commodities and deliver them in the right way to the rightdeliver them in the right way to the right consumers at least four out of ten times everyconsumers at least four out of ten times every year – just to stay solvent” (Squires and Byrneyear – just to stay solvent” (Squires and Byrne 2002:xiv).2002:xiv).
  94. 94. 9494 This idea is catching on Anthropology Inc. The Atlantic, MARCH 2013 http://www.theatlantic.com/magazine/archive/2013/03/an thropology-inc/309218/2/
  95. 95. 9595 Best in ShowBest in Show Let’s meet someLet’s meet some of the bestof the best “Ethnographic“Ethnographic OpportunityOpportunity Observers”Observers”
  96. 96. 9696 Best in ShowBest in Show Fall 2015Fall 2015 1 2. 3. 4. 5. 6. 7. 8. 9. 10.
  97. 97. 9797 Thanks Again, Follow me at: TheAnthroGeek.com
  98. 98. A Student’s Workspace, Student Union, Spring 2013
  99. 99. Mike’s Workspace, Fall 2012
  100. 100. A Student’s Workspace, 2nd floor of Library, Spring 2013
  101. 101. Use Case Continuum Library/Lab Fountain schoolwork non-schoolwork Student Union small smart device Work Type: Location: Device Type: laptop/desktop
  102. 102. Use Case Trend Model Library/Lab FountainStudent Union Word implies collapsin g all three; Life? Static Production intensive school work with a large screen Mobil Consumption intensive non- school work with a small screen Off Campu s
  103. 103. Use Case Trend Model Library/Lab FountainStudent Union Word implies collapsin g all three; Life? Static Production intensive school work with a large screen Mobil Consumption intensive non- school work with a small screen Off Campu s Middle Space
  104. 104. 104104 Thanks Again, Follow us at: theanthroguys.com
  105. 105. 107107
  106. 106. 109109 Best in ShowBest in Show SpringSpring 20152015 1 Natalie Bruhin-Filto-Washer 2. Alexander Ramirez-PowerPacker 3. Raley Nickolas-Shopper Aide 4. Silva Connor-Detergent Genie 5. Zavala Celeste-Cup Holder 6. Tramel Thompson-Tires Inflator 7. Ramesh Karthik-Drink Collector 8. Rajdeep Panach-Bench Press Plus 9.Tia Yang-Thermo-Faucets 10. Erica Pulido-Fridge Magic

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