The Science of Desire

Marla Olstedt & Emily Rothweiler

Article Information

Sirius vs. XM Satellite RadioSirius vs. XM Satellite Radio

Sirius called upon ZIBA Design, a Portland, OR Sirius called upon ZIBA Design, a Portland, OR firm to catch rival XMfirm to catch rival XM

Studied how people listen to music, watch TV, and Studied how people listen to music, watch TV, and peruse Magazinesperuse Magazines

Conclusion: Portable satellite radio player easy Conclusion: Portable satellite radio player easy to use for later playback could be a killer app to use for later playback could be a killer app against XMagainst XM

Ethnography:

A species of anthropologist who can, among A species of anthropologist who can, among other things, identify what’s missing in other things, identify what’s missing in people’s lives.people’s lives.

Cell phonesCell phones

Home appliancesHome appliances

Furniture Furniture

Friendly Hotel LobbiesFriendly Hotel Lobbies

Popularity of Ethnography

Been around since 1930’s, popularity rose in 1960’s, currently Been around since 1930’s, popularity rose in 1960’s, currently “primetime”“primetime”

Using Ethnography in retailing, manufacturing, and financial Using Ethnography in retailing, manufacturing, and financial servicesservices

Companies using EthnographyCompanies using Ethnography

IDEO, A Design and Innovation Consulting Firm, A Design and Innovation Consulting Firm

Jump Associates, Creates New Businesses and Reinvents Existing ones, Creates New Businesses and Reinvents Existing ones

Doblin Group, Improving Innovation Consulting Firms, Improving Innovation Consulting Firms

IBMIBM

Steelcase, Furniture MakerSteelcase, Furniture Maker

Ethnography Facts

Provides a richer understanding of consumers Provides a richer understanding of consumers than does traditional researchthan does traditional research

Similar to a cultural discovery jobSimilar to a cultural discovery job

Ethnographers are becoming the front and Ethnographers are becoming the front and center work force of companiescenter work force of companies

Up Close & Personal

Hype of EthnographyHype of Ethnography

Too many entering fieldToo many entering field

Product Cycles measurement Product Cycles measurement

Not always a product, rather a suggestion for what Not always a product, rather a suggestion for what people wantpeople want

Weeks or months not yearsWeeks or months not years

Speed of new ideas, importance of CRMSpeed of new ideas, importance of CRM

Increases importance of EthnographyIncreases importance of Ethnography

Sparking Innovation

Refreshing a ProductRefreshing a Product

Cracking MarketsCracking Markets

Transforming a CultureTransforming a Culture

Refreshing a Product

Revitalize an Existing Product of ServiceRevitalize an Existing Product of Service

IDEO Inc. Hired by Marriott to revamp the hotel IDEO Inc. Hired by Marriott to revamp the hotel experience for the Young, Tech-Savvy Road Warriorexperience for the Young, Tech-Savvy Road Warrior

7 Consultants7 Consultants

Designer, Anthropologist, Writer and ArchitectDesigner, Anthropologist, Writer and Architect

6 Weeks, 12 Cities6 Weeks, 12 Cities

Hotel Lobbies, Cafes and BarsHotel Lobbies, Cafes and Bars

What they learned:

Lobbies were darkLobbies were dark

Best for killing timeBest for killing time

Hotels Hotels

Best for large partiesBest for large parties

No place to combined No place to combined work and pleasure work and pleasure outside the roomsoutside the rooms

ChangesChanges

Social Zones for:Social Zones for:

MeetingsMeetings

Solo TravelersSolo Travelers

Self Check-in KioskSelf Check-in Kiosk

““Something new but not Something new but not gimmicky.” – Janninigimmicky.” – Jannini

Cracking Markets

Entering a new market the “right” wayEntering a new market the “right” way

Can’t ask how to take over another's businessCan’t ask how to take over another's business

Must instead study to discover the full extent Must instead study to discover the full extent of the industryof the industry

Then determine the how and if to enterThen determine the how and if to enter

Example: General Electric

GE wanted in on the plastic-fiber businessGE wanted in on the plastic-fiber business

Material for higher-value, higher-margin productsMaterial for higher-value, higher-margin products

Fire-retardant jackets, bullet proof vestFire-retardant jackets, bullet proof vest

It found that it was a collaborative effort from It found that it was a collaborative effort from beginning to endbeginning to end

GE then changed how they made their other GE then changed how they made their other products products

Transforming a Culture

Delivering to a new cultureDelivering to a new culture

Devices to track meds for the baby boomersDevices to track meds for the baby boomers

Wireless transmissions for fishermen’s daily Wireless transmissions for fishermen’s daily catchcatch

$500 Community India PC for rural Indians$500 Community India PC for rural Indians

Define and develop products for local marketsDefine and develop products for local markets

Current Information on Ethnography

More uses of EthnographyMore uses of Ethnography

For innovating products and solutionsFor innovating products and solutionsSimilar to refreshing a productSimilar to refreshing a product

For innovating or improving processFor innovating or improving processProcess for the ProductProcess for the Product

Current Information on Ethnography

For settingsFor settingsImproving practices of a certain Business/Company Improving practices of a certain Business/Company OfficeOffice

More operationally centeredMore operationally centered

For activitiesFor activitiesUnderstanding the role or function.Understanding the role or function.

More centered on the employeesMore centered on the employees

Bibliography

http://uxmag.com/articles/ethnography-in-industry-objectives