Chris PelserRyan Thornton

A branch of anthropology that deals with the scientific description of specific human cultures.

Techniques:◦ First hand observations of behaviors◦ Direct conversations◦ In-Depth interviewing

Profitability through ethnography consists of:

◦ Thinking big thoughts – breakthrough innovations◦ Selective – picking the right consultants◦ Start early – indentify consumers’ unmet needs◦ Sell, sell, sell – educate others on its value◦ Build a culture

Companies harnessing the social sciences◦ Since 1930s: Executives concerned with

productivity of employees.◦ Since 1960s: Regular use of ethnographers to

better handle a company’s customers. More concerned and focused with the consumer

◦ Now, more businesses re-orient themselves to serve the consumer.

Ethnography has become more relevant.

Sirius Satellite Radio◦ Contacted consulting firm Ziba Design, from

Portland OR, to help envision a device that would help against larger rival XM Radio.

◦ Ethnographers followed 45 people for 4 weeks. Studied how they listened to music, watched TV, and

read gossip magazines.

• Research found that consumers wanted: A portable satellite radio player Easy to use Loads music for later playback

• S50: A portable device that stores up to 50 hours of music and commentary from satellite radio.

Used to refresh old products◦ Marriot’s research was to rethink the hotel

experience for the young, tech-savy, road warrior. Needed: brighter lights, smaller tables, wireless web,

suitability for meetings, and more social zones.

Cracking New Markets◦ Helped GE enter into the plastic-fiber industry

Transforming a Culture

Ante, Spencer E “The Science of Desire.” Annual Editions Marketing 5 June 2006.

Sirius.com