View
222
Download
1
Tags:
Embed Size (px)
Citation preview
EthnographyThe use of qualitative research to explain
human societies and culture
To describe people through writing
Examples Shadowing people, 1:1 interviews, personal and
non-personal surveys
EthnographyA species of anthropologist who can, among
other things, identify what's missing in people's lives and work with designers and engineers to help dream up products and services to fill those needs
Companies have been harnessing the social sciences, including ethnography since the 1930’s
By closely observing people where they live and work, companies can zero in on their customers unarticulated desires
Corporate EthnographyCreating unlikely stars within
companies in retailing, manufacturing, financial services, and consulting firms
IBM has hired a dozen ethnographers in the last three years
Schools around country are ramping up social science programs and steering anthropology students toward jobs in the corporate world
Sirius Satellite RadioSirius hires Ziba Design (from Portland) to help
them catch up to their biggest rival XM
Ziba dispatches a team of social scientists, designers and ethnographers
Spent four weeks shadowing people, how they listen to music, watch TV and even peruse gossip magazines
Sirius Satellite RadioConcluded that people wanted a
portable satellite radio player that was easy to use and load with music for later playback
Sirius S50 comes out Slim as a cigarette packStore up to 50 hours of music and
digital commentaryColor screen and handy buttons
Marriott2004, Marriott hires IDEO Inc the
rethink hotel experienceNew type of customer: the tech
savvy road warrior IDEO dispatches a team of seven
consultants including a anthropologistConclusion: Marriott needed social
zones in their hotels with smaller table, brighter lights, and wireless Web access
New Kiosk for self check in
General ElectricExecs wanted to get into the plastic-
fiber business for products such as fire-retardant jackets and bulletproof vests For a few months, researchers interviewed
presidents, managers, and engineers at textile makers
The yearlong study produced one profound insight that led GE to pull a strategic U-turn What it found was plastic-fibers was an artisanal
industry with customers who want to collaborate from the earliest stages to develop high-performance materials.
Intel CEO Otellini has turned Intel into a company that is
much more focused on consumer products: entertainment systems for the home; handheld computers for doctors; cheap, rugged PCs for emerging markets
Lead to the development of the popular wireless Centrino mobile technology.
One example: Intel and researchers realized that fishermen could use wireless technology to transmit the tally of their daily catch directly to the Alaska Fish & Game Dept.
Intel ethnographers helped devise the $500 Community India PC, which could turn into a big seller as hundreds of millions of rural Indians access the Web.
QuestionsHow many of you would be interested
in working the it ethnography field, or in a team with ethnographers?
Is the research ethnographers conduct worth the price? Are companies really getting a competitive advantage?
Do you think that this is a trend that has continued and will continue?