the science of desire sarah ross and kambria sauer
Post on 19-Dec-2015
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The Science of Desire
Sarah Ross and Kambria Sauer
History of Ethnography• Harnessing the social sciences
since 1930’s
• How to make employees more productive
• Since 1960’s companies use ethnography to get a better handle on their customers
Advantages to Ethnography• Richer understanding of
consumers• Focus groups, surveys
and demographic data still used
• Intel and its critical transition from chipmaker to consumer-products
Up Close and Personal• Corporate ethnography can
sound flakey
• Findings don’t often lead to a product or service, only generalized sense of what people want
• Takes a long time to produce any real results
• Possible backlash surrounding ethnography
Accelerated Global Society• Markets are sliced into
ever-thinner pieces
• Product life-cycles are measured in months or weeks, not years
• New ideas zip around the planet at the speed of light
Refreshing a Product• Using ethnography to
revitalize an existing product or service
• Marriot hired IDEO to rethink the hotel experience for the young, tech savvy road warrior
• IDEO dispatched team of 7 consultants on a 6 week trip to 12 cities
What They Learned• Hotels are generally good at
serving large parties but not small groups of business travelers
• Lobbies tend to be dark
• Marriot lacked where guests could comfortably combine work with pleasure outside their rooms
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