Ethnography, Design, Innovation, Marketing

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Build products that customers want to buy! Peter Drucker stated that the purpose of business is to create a customer and to innovate for that customer. We\'re all pretty comfortable with the process of creating a customer. This is the realm of sales and market development. Innovation, on the other hand, is not as well defined or as well understood. The question at hand is, how do we innovate in a way that creates a preference on the part of the customer during the buying process? The purpose of the talk is to show how consumer ethnography, a core component of design, plays an important, and not to be neglected role in the process of creating products and services that customers want to buy. (Download the presentation for the slide notes!)

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  • Ethnography, Design, Innovation, Marketing

    1. 1. Ethnography, Design, Innovation, Marketing Not an MBA 8/27/2008
    2. 2. What is consumer ethnography? http://www.ethnographic-research.com/bookstore/
    3. 3. Why do consumer ethnography?
    4. 4. Who does consumer ethnography?
    5. 5. Yesterday: from the ivory tower
    6. 6. The information revolution
    7. 7. Design: icing or cake?
    8. 8. Gravity Tank: from ink pen to corporate strategy
    9. 9. Decathlon’s two-second tent http://video.google.com/videoplay?docid=-7042849613217720104
    10. 10. Design thinking is subversive
    11. 11. Electrolux
    12. 12. Radical or pragmatic?
    13. 13. I+M=V

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