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.
22
What about
knowing matters
most to you?

3.
33
Do you want to know
what everyone
knows or what none
of us know?

4.
44
Which matters:
–Knowledge or
Ignorance

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.
66
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.

7.
77
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.

8.
88
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.

9.
99
 Courage, cleverness, innovation

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.
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.
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.
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.
1414
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 3. Opening3. Opening newnew
market ormarket or territoryterritory
Sushi in US

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.
1616
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 5. New type5. New type of organizationof organization
Japanese
Automotive
Administration

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.
1818
Introduction of aIntroduction of a
new/improved goodnew/improved good

19.
1919
Introduction of aIntroduction of a
new/improved goodnew/improved good

20.
2020
Introduction of aIntroduction of a
new/improved goodnew/improved good

21.
2121
Introduction of aIntroduction of a
new/improved goodnew/improved good

22.
2222
Steve JobsSteve Jobs
Master of
Innovation as
improvement of
an existing
good

23.
2323
HowHow
PersonalPersonal
ComputersComputers
were Usedwere Used
(1984)(1984)

24.
2424
How MusicHow Music
devicesdevices
were Usedwere Used
(2001)(2001)

25.
2525
How SmartHow Smart
PhonesPhones
were Usedwere Used
(2007)(2007)

26.
2626
How TabletHow Tablet
ComputersComputers
were Usedwere Used
(2010)(2010)

27.
2727
BUTBUT
Apple is aApple is a
SoftwareSoftware
CompanyCompany
(Steve Jobs)(Steve Jobs)

28.
2828
 Apple is a Software Company (Apple is a Software Company (JobsJobs))
The Macintosh Interface

29.
2929
Apple is a Software Company (Jobs)
The Ipod’s Itunes Store

30.
3030
Apple is a Software Company (Jobs)
The Iphone’s
App Store

31.
3131
Apple is a Software Company
(Jobs)
The Ipad’s
App Store

32.
3232
How can you
find these
opportunities?

33.
3333
Through
Induction

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.
3535
What is Induction?What is Induction?

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.
3737
Inspirational
Induction
Feel that
“ah ha”
moment
when you
see
something
unexpected

38.
3838

39.
3939

40.
4040

41.
4141

42.
4242

43.
Induction
vs
Inspirational Analytical

44.
4444
Inspirational Induction Analytic Induction
Work Workaround
Engineer Reverse Engineer

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.
AnthroGuy Himself
Professor Hank Delcore
4646

47.
4747
QUESTION: What
do you do with
dirty clothes?
CASE 1:
Dirty
Laundry

48.
4848
Proctor &Proctor &
GambleGamble
ObservedObserved
People doingPeople doing
laundrylaundry

49.
4949
Found

50.
5050
CASE 2:
Global
Markets
QUESTION:
How can you
compete?

51.
5151
Observed
Observed
IndiansIndians
outsideoutside
Americans in bathroomsAmericans in bathrooms
(running water)(running water)

52.
5252
US concern: a close
shave  more blades;
Indian concern: clean
blades, not cutting
themselves.
Found 1
Found 1

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.
5454
All of these cases
illustrate one
overarching
observation:

55.
5555
What PeopleWhat People
Say They DoSay They Do
and What Theyand What They DoDo
areare DifferentDifferent

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.
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.
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.
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.
6060
Time to Apply this Knowledge:
Your Assignment:
“ethnographic opportunity
analysis fieldwork”

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.
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.
6363
Where
Observation is
Concerned,
chance favors
the prepared
mind.
-Louis Pasteur
(1882-1895)
THE ASSIGNMENT:THE ASSIGNMENT: Preparation

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.
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.
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.
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.
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.
6969

70.
7070

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.
7272
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 2part 2
Hank Delcore & Jim MulloolyHank Delcore & Jim Mullooly
akaaka “TheAnthroGuys” @“TheAnthroGuys” @
www.TheAnthroGuys.comwww.TheAnthroGuys.com

73.
Two Brothers and a Woman

74.
Epimetheus, foolish; Prometheus, clever.
Epimetheus
("hindsight”)
Prometheus
("foresight”)

75.
7676
What is Induction?What is Induction?

76.
Induction
vs
Inspirational Analytical

77.
7878
Inspirational Induction Analytic Induction
Work Workaround
Engineer Reverse Engineer

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.
8080
Best in ShowBest in Show
Let’s meet someLet’s meet some
of the bestof the best
“Ethnographic“Ethnographic
OpportunityOpportunity
Observers”Observers”

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.
8282
Thanks Again,
Follow us at:
theanthroguys.com

82.
A Student’s Workspace, Student Union, Spring 2013

83.
Mike’s Workspace, Fall 2012

84.
A Student’s Workspace, 2nd
floor of Library, Spring
2013

85.
Use Case Continuum
Library/Lab Fountain
schoolwork non-schoolwork
Student Union
small smart device
Work Type:
Location:
Device Type: laptop/desktop

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.
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.
8989

89.
9090