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.

Ethnographic opportunity analysis sp15

2,399 views

Published on

Ethnographic opportunity analysis sp15

Published in: Education
  • Be the first to comment

Ethnographic opportunity analysis sp15

  1. 1. 11 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 1 (Spring 2015)part 1 (Spring 2015) Hank Delcore & Jim MulloolyHank Delcore & Jim Mullooly akaaka “TheAnthroGuys” @“TheAnthroGuys” @ www.TheAnthroGuys.comwww.TheAnthroGuys.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 Innovation? Innovation is not the product of logical thought, even though the final product is tied to a logical structure - Albert Einstein
  11. 11. 1111  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
  12. 12. 1212  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  1. Introduction of a1. Introduction of a new/improved goodnew/improved good Sweet Chocolate
  13. 13. 1313  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
  14. 14. 1414  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  3. Opening3. Opening newnew market ormarket or territoryterritory Sushi in US
  15. 15. 1515  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
  16. 16. 1616  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  5. New type5. New type of organizationof organization Japanese Automotive Administration
  17. 17. 1717  Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)  1. Introduction of a1. Introduction of a new/improved goodnew/improved good Sweet Chocolate
  18. 18. 1818 Introduction of aIntroduction of a new/improved goodnew/improved good
  19. 19. 1919 Introduction of aIntroduction of a new/improved goodnew/improved good
  20. 20. 2020 Introduction of aIntroduction of a new/improved goodnew/improved good
  21. 21. 2121 Introduction of aIntroduction of a new/improved goodnew/improved good
  22. 22. 2222 Steve JobsSteve Jobs Master of Innovation as improvement of an existing good
  23. 23. 2323 HowHow PersonalPersonal ComputersComputers were Usedwere Used (1984)(1984)
  24. 24. 2424 How MusicHow Music devicesdevices were Usedwere Used (2001)(2001)
  25. 25. 2525 How SmartHow Smart PhonesPhones were Usedwere Used (2007)(2007)
  26. 26. 2626 How TabletHow Tablet ComputersComputers were Usedwere Used (2010)(2010)
  27. 27. 2727 BUTBUT Apple is aApple is a SoftwareSoftware CompanyCompany (Steve Jobs)(Steve Jobs)
  28. 28. 2828  Apple is a Software Company (Apple is a Software Company (JobsJobs)) The Macintosh Interface
  29. 29. 2929 Apple is a Software Company (Jobs) The Ipod’s Itunes Store
  30. 30. 3030 Apple is a Software Company (Jobs) The Iphone’s App Store
  31. 31. 3131 Apple is a Software Company (Jobs) The Ipad’s App Store
  32. 32. 3232 How can you find these opportunities?
  33. 33. 3333 Through Induction
  34. 34. 3434 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
  35. 35. 3535 What is Induction?What is Induction?
  36. 36. 3636 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?
  37. 37. 3737 Inspirational Induction Feel that “ah ha” moment when you see something unexpected
  38. 38. 3838
  39. 39. 3939
  40. 40. 4040
  41. 41. 4141
  42. 42. 4242
  43. 43. Induction vs Inspirational Analytical
  44. 44. 4444 Inspirational Induction Analytic Induction Work Workaround Engineer Reverse Engineer
  45. 45. 4545 "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"?
  46. 46. AnthroGuy Himself Professor Hank Delcore 4646
  47. 47. 4747 QUESTION: What do you do with dirty clothes? CASE 1: Dirty Laundry
  48. 48. 4848 Proctor &Proctor & GambleGamble ObservedObserved People doingPeople doing laundrylaundry
  49. 49. 4949 Found
  50. 50. 5050 CASE 2: Global Markets QUESTION: How can you compete?
  51. 51. 5151 Observed Observed IndiansIndians outsideoutside Americans in bathroomsAmericans in bathrooms (running water)(running water)
  52. 52. 5252 US concern: a close shave  more blades; Indian concern: clean blades, not cutting themselves. Found 1 Found 1
  53. 53. 5353 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).
  54. 54. 5454 All of these cases illustrate one overarching observation:
  55. 55. 5555 What PeopleWhat People Say They DoSay They Do and What Theyand What They DoDo areare DifferentDifferent
  56. 56. 5656 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.
  57. 57. 5757 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.
  58. 58. 5858 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.
  59. 59. 5959 Democratization ofDemocratization of KnowledgeKnowledge 22  Instead, consumers increasinglyInstead, consumers increasingly consider how a company and itsconsider how a company and its products match their ownproducts match their own personal values, behaviors andpersonal values, behaviors and needs.needs. To get at this,To get at this, successful companies mustsuccessful companies must include usersinclude users in the innovation processin the innovation process..
  60. 60. 6060 Time to Apply this Knowledge: Your Assignment: “ethnographic opportunity analysis fieldwork”
  61. 61. 6161 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
  62. 62. 6262 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
  63. 63. 6363 Where Observation is Concerned, chance favors the prepared mind. -Louis Pasteur (1882-1895) THE ASSIGNMENT:THE ASSIGNMENT: Preparation
  64. 64. 6464 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.
  65. 65. 6565  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. 
  66. 66. 6666  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.
  67. 67. 6767  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.
  68. 68. 6868  This will be your Assignment 4.This will be your Assignment 4.  Email it directly to Tim and AkshayEmail it directly to Tim and Akshay  Part I - 3/11/15Part I - 3/11/15 Due Date 11/18/15Due Date 11/18/15  Part II - 11/25/15Part II - 11/25/15 Send questions to Prof. Mullooly atSend questions to Prof. Mullooly at Jmullooly@csufresno.eduJmullooly@csufresno.edu
  69. 69. 6969
  70. 70. 7070
  71. 71. 7171 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 1part 1 Hank Delcore & Jim MulloolyHank Delcore & Jim Mullooly akaaka “TheAnthroGuys” @“TheAnthroGuys” @ www.TheAnthroGuys.comwww.TheAnthroGuys.com Thanks for your Time
  72. 72. 7272 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 2part 2 Hank Delcore & Jim MulloolyHank Delcore & Jim Mullooly akaaka “TheAnthroGuys” @“TheAnthroGuys” @ www.TheAnthroGuys.comwww.TheAnthroGuys.com
  73. 73. Two Brothers and a Woman
  74. 74. Epimetheus, foolish; Prometheus, clever. Epimetheus ("hindsight”) Prometheus ("foresight”)
  75. 75. 7676 What is Induction?What is Induction?
  76. 76. Induction vs Inspirational Analytical
  77. 77. 7878 Inspirational Induction Analytic Induction Work Workaround Engineer Reverse Engineer
  78. 78. 7979 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
  79. 79. 8080 Best in ShowBest in Show Let’s meet someLet’s meet some of the bestof the best “Ethnographic“Ethnographic OpportunityOpportunity Observers”Observers”
  80. 80. 8181 Best in ShowBest in Show Fall 2014Fall 2014 1 Alexandra Bates - Pharmacy 2 Bernave Nunez - Gas Station 3 Bobby Robarge - Fade Blade 4 Dina Ali - Socks 5 Jackson Moxley - Starbucks App 6 Jacobo Montejano - Washing Machine Bag 7 Karina Hernandez-Cordova - Nail Polish 8 Makoto Saito - Egg Carton 9 Ryan Worth - Movie Seats 10 Tariq Jamjoom - Adjustable Chairs
  81. 81. 8282 Thanks Again, Follow us at: theanthroguys.com
  82. 82. A Student’s Workspace, Student Union, Spring 2013
  83. 83. Mike’s Workspace, Fall 2012
  84. 84. A Student’s Workspace, 2nd floor of Library, Spring 2013
  85. 85. Use Case Continuum Library/Lab Fountain schoolwork non-schoolwork Student Union small smart device Work Type: Location: Device Type: laptop/desktop
  86. 86. 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
  87. 87. 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
  88. 88. 8989
  89. 89. 9090

×