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Ethnographic opportunity analysis sp16 part1(mullooly)

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Ethnographic opportunity analysis sp16 part1(mullooly)

  1. 1. 11 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 1 (Spring 2016) 3/14/16part 1 (Spring 2016) 3/14/16 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,, describe the problem indescribe the problem in detail. Effective problem descriptions will implydetail. Effective problem descriptions will imply solutions therein.solutions therein. – 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  Minimal ExpectationsMinimal Expectations – No “self observations” –this isNo “self observations” –this is NOTNOT a maskeda masked form of pet project.form of pet project. – Include the raw notes – do the work, itsInclude the raw notes – do the work, its rewardingrewarding  e.g., Take a picture of your hand written notese.g., Take a picture of your hand written notes – Pick a routine behavior but observePick a routine behavior but observe systematically. That’systematically. That’s difficult, so do it at as difficult, so do it at a ““neutral locationneutral location”” (REDUCE THE(REDUCE THE home courthome court disadvantagedisadvantage))
  76. 76. 7676 Inspirational Induction Analytic Induction Work Workaround Engineer Reverse Engineer
  77. 77. 7777 WorkAroundsWorkArounds The best projects seekThe best projects seek understanding of theunderstanding of the problem –problem – not a solution.not a solution.
  78. 78. 7878  This will be your Assignment 4.This will be your Assignment 4.  Email it directly to Tim and your TAEmail it directly to Tim and your TA  Part I - 3/15/16Part I - 3/15/16 Due Date 3/28/16Due Date 3/28/16  Part II - 3/30/16Part II - 3/30/16 Send questions to Prof. Mullooly atSend questions to Prof. Mullooly at Jmullooly@csufresno.eduJmullooly@csufresno.edu
  79. 79. 7979
  80. 80. 8080
  81. 81. 8181
  82. 82. 8282
  83. 83. 8383 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 1part 1 James MulloolyJames Mullooly akaaka “TheAnthroGeek” @“TheAnthroGeek” @ www.TheAnthrowww.TheAnthroGeekGeek.com.com Thanks for your Time
  84. 84. 8484 Ethnographic OpportunityEthnographic Opportunity AnalysisAnalysis part 2part 2 James MulloolyJames Mullooly akaaka “TheAnthroGeek” @“TheAnthroGeek” @ www.TheAnthrowww.TheAnthroGyusGyus.com.com 10/28/1510/28/15
  85. 85. Two Brothers and a Woman
  86. 86. Epimetheus, foolish; Prometheus, clever. Epimetheus ("hindsight”) Prometheus ("foresight”)
  87. 87. 8787 What is Induction?What is Induction?
  88. 88. Induction vs Inspirational Analytical
  89. 89. 8989 Inspirational Induction Analytic Induction Work Workaround Engineer Reverse Engineer
  90. 90. 9090 "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"?
  91. 91. 9191 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
  92. 92. 9292 This idea is catching on Anthropology Inc. The Atlantic, MARCH 2013 http://www.theatlantic.com/magazine/archive/2013/03/an thropology-inc/309218/2/
  93. 93. 9393 ““EthnographicEthnographic Opportunity Analysis”Opportunity Analysis” Spring 2016Spring 2016 TTH 11:00-12:15TTH 11:00-12:15 Anth 111Anth 111 (Mullooly)(Mullooly)
  94. 94. 9494 Best in ShowBest in Show Let’s meet someLet’s meet some of the bestof the best “Ethnographic“Ethnographic OpportunityOpportunity Observers”Observers”
  95. 95. 9595 Best in ShowBest in Show Fall 2015Fall 2015 1. hannibal_jeannie eileen Best Observation Award-eating a sandwich 2. Soberal_Jed Bitwise Commune Dishwashing 3. daniel lubars- Most Inductive Find-Stop Wasting Ice 4. Douachicha Fouamvung- Restroom Usage / Wait Time 5. Jannasch_Tristan_ Gym Pains(X2) 6. Kiduck_Kim_ Laundry @ Dorms 7. Kristina Hollenbeck Great Observation 8. Whittington_Nicole – Observation at Park- Workaround Noted!
  96. 96. 9696 Best in ShowBest in Show Fall 2015Fall 2015 9. Zaira Zamora – Uber for Buss 10. Destiny Armendariz – Golf Fan
  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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