ethnographic opportunity analysis sp15

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Ethnographic Opportunity Ethnographic Opportunity Analysis Analysis part 1 (Spring 2015)part 1 (Spring 2015)

Hank Delcore & Jim MulloolyHank Delcore & Jim Mulloolyaka aka “TheAnthroGuys” @“TheAnthroGuys” @

www.TheAnthroGuys.comwww.TheAnthroGuys.com

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What about knowing matters most to you?

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Do you want to know what everyone knows or what none of us know?

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Which matters:–Knowledge or Ignorance

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If we compare knowledge to matter than why are we fixated on the smallest fraction of reality? –Ordinary matter 5% –dark matter & energy 95%.

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Astronomers theorize that the faster expansion rate is due to a

mysterious dark force that is pushing galaxies apart.

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Courage, cleverness, innovation

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Innovation?

Innovation is not the product of logical thought, even though the final product is tied to a logical structure - Albert Einstein

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Innovation in Business Innovation in Business (Schumpeter, 1934)(Schumpeter, 1934) 1. Introduction of a 1. Introduction of a new/improved goodnew/improved good 2. Introduction of a 2. Introduction of a new methodnew method of of

productionproduction 3. Opening 3. Opening new market or new market or territory territory 4. Conquest of a 4. Conquest of a new sourcenew source of raw of raw

materialsmaterials 5. New type 5. New type of organizationof organization

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Innovation in Business Innovation in Business (Schumpeter, 1934)(Schumpeter, 1934) 1. Introduction of a 1. Introduction of a new/improved goodnew/improved good

Sweet Chocolate

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Innovation in Business Innovation in Business (Schumpeter, 1934)(Schumpeter, 1934)

2. Introduction 2. Introduction of a of a new methodnew method of productionof production

Henry Ford’s Assembly Line

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3. Opening 3. Opening newnew market or market or territory territory

Sushi in US

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4. Conquest of a 4. Conquest of a new new sourcesource of raw materials of raw materials

Sugar Beets in 1870s

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5. New type 5. New type of organizationof organization

Japanese Automotive

Administration

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Innovation in Business Innovation in Business (Schumpeter, 1934)(Schumpeter, 1934) 1. Introduction of a 1. Introduction of a new/improved goodnew/improved good

Sweet Chocolate

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Introduction of a Introduction of a new/improved goodnew/improved good

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2020


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Steve JobsSteve JobsMaster of

Innovation as improvement of

an existing good

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How How Personal Personal

Computers Computers were Usedwere Used

(1984)(1984)

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How Music How Music devices devices

were Usedwere Used(2001)(2001)

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How Smart How Smart Phones Phones

were Usedwere Used(2007)(2007)

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How Tablet How Tablet Computers Computers were Usedwere Used

(2010)(2010)

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BUTBUTApple is a Apple is a Software Software Company Company

(Steve Jobs)(Steve Jobs)

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Apple is a Software Company (Apple is a Software Company (JobsJobs))

The Macintosh Interface

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Apple is a Software Company (Jobs)

The Ipod’s Itunes Store

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The Iphone’s App Store

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The Ipad’s App Store

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How can you find these opportunities?

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Through

Induction

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What is Induction?What is Induction?

Deductive ApproachesDeductive Approaches– Hypothesis Hypothesis Data Collection Data Collection

AnalysisAnalysis from general to specific from general to specific

Inductive ApproachesInductive Approaches– Data Collection Data Collection Analysis Analysis

HypothesisHypothesis from specific to generalfrom specific to general

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A generalization is the conceptualization of cause and effect; i.e., inducting may be described as measurement omission applied to causal connections.FROM: The Logical Leap: Induction in Physics, By David Harriman


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InspirationalInduction

Feel that “ah ha”momentwhen you

see something

unexpected

Induction

vs

Inspirational Analytical

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Inspirat ional Induction Analyt ic Induction

Work Workaround

Engineer Reverse Engineer

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"The ability to observe consumers in context, without preconceptions, and then deliver a market-worthy innovation." -Hank DelcoreConcise (i.e. biz-friendly) definition of "analytic induction"?

AnthroGuy HimselfProfessor Hank Delcore

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QUESTION: What do you do with dirty clothes?

CASE 1: Dirty

Laundry

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Proctor & Proctor & GambleGamble ObservedObserved People doing People doing

laundrylaundry

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Found

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CASE 2: Global

Markets

QUESTION:How can you compete?

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ObservedObserved

Indians Indians outsideoutside

Americans in bathrooms Americans in bathrooms (running water)(running water)

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US concern: a close shave more blades;Indian concern: clean blades, not cutting themselves.

Found 1Found 1

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Found 2Found 2HEADLINE:

“Gillette's Latest Innovation in Razors: the 11-Cent Blade”

For its part, P&G has doubled the percentage of its roughly $20 billion in annual revenue coming from emerging markets since 2000 to about 40 percent (October 2013).

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All of these cases illustrate one overarching observation:

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What People What People Say They DoSay They Do

and What They and What They DoDo are are DifferentDifferent

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The Business Case for User-The Business Case for User-Driven InnovationDriven Innovation Unprecedented Unprecedented

specialization and specialization and segmentationsegmentation, multiplied , multiplied many times over by many times over by domestic and domestic and international cultural international cultural diversity.diversity.

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The Value of the The Value of the Use CaseUse Case Entrepreneurs cannot Entrepreneurs cannot

assume they are socially assume they are socially or culturally close to users or culturally close to users and they cannot keep up and they cannot keep up with consumer trends with consumer trends unless they seek user-unless they seek user-centered insights.centered insights.

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Democratization of Democratization of Knowledge Knowledge 11

Driven by the internet Driven by the internet and information and information technology in generaltechnology in general

Armed with lots of information and the ability to buy Armed with lots of information and the ability to buy from companies all over the globe, consumers no from companies all over the globe, consumers no longer consider longer consider the price/quality trade-offthe price/quality trade-off as the sole as the sole driver of choice.driver of choice.

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Democratization of Democratization of Knowledge Knowledge 22

Instead, consumers increasingly Instead, consumers increasingly consider how a company and its consider how a company and its products match their own products match their own personal values, behaviors and personal values, behaviors and needs.needs.

To get at this, To get at this, successful companies must successful companies must include users include users in the innovation processin the innovation process..

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Time to Apply this Knowledge:Your Assignment:

“ethnographic opportunity analysis fieldwork”

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Anthropologists Entrepreneurs Application

Trained to think holistically

Intuitively holistic Visionary, iconoclastic

Evolutionary approach Forward looking Know future demands

Seek insider perspective

Intuitively knows consumers’ wants

Know when something wil l be of value

Trained to be Inductive Intuitively Inductive Keen observers, see opportunit ies

We are not that different

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If I have ever made any valuable discoveries, it has been owing more to patient attention, than any other talent.

Isaac Newton: (1642-1727)

THE ASSIGNMENT: Pay AttentionTHE ASSIGNMENT: Pay Attention

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Where Observation is Concerned, chance favors the prepared mind. -Louis Pasteur (1882-1895)

THE ASSIGNMENT: THE ASSIGNMENT: Preparation

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THE ASSIGNMENTTHE ASSIGNMENT 1) Conduct some sort of 1) Conduct some sort of “inductive “inductive

observation”, observation”, 2) analyze your notes, then 2) analyze your notes, then 3) expand those notes into a brief 3) expand those notes into a brief

report about what you found.report about what you found.

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DESCRIPTIONDESCRIPTION– Rather than looking into a completely Rather than looking into a completely

innovative idea (service or product), the innovative idea (service or product), the goal is to goal is to 1) observe something that 1) observe something that already works; 2) observe it in great already works; 2) observe it in great detail; then 3) begin to understand detail; then 3) begin to understand it in it in such detail that you can such detail that you can 4) make 4) make concrete suggestionsconcrete suggestions about improving it. about improving it.

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In Other Words In Other Words (not your pet idea)(not your pet idea)– Rather than looking for how consumers Rather than looking for how consumers

COULD use a NEW service/product, the COULD use a NEW service/product, the goal is to goal is to observe how consumers DO observe how consumers DO use a EXISTING service/productuse a EXISTING service/product with the with the intention of intention of looking for opportunitieslooking for opportunities to to improve or improve or “add value”“add value” to that to that experience.experience.

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StepsSteps– 1. Find a routine, taken-for-granted 1. Find a routine, taken-for-granted

task/service/product,task/service/product,– 2. 2. “Hang out” and “thickly describe” it in a “Hang out” and “thickly describe” it in a

notebook, notebook, – 3. 3. In a 2-3 page pitchIn a 2-3 page pitch, suggest some sort of , suggest some sort of

innovation that will add value. DUE: Wednesday innovation that will add value. DUE: Wednesday Oct 16rd by 3:00pm in class. Email to Eric.Oct 16rd by 3:00pm in class. Email to Eric.

– The best observations will be published on our The best observations will be published on our blog and presented in class on the Wednesday blog and presented in class on the Wednesday after that.after that.

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This will be your Assignment 4.This will be your Assignment 4. Email it directly to Tim and AkshayEmail it directly to Tim and Akshay Part I - 3/11/15Part I - 3/11/15

Due Date 11/18/15Due Date 11/18/15 Part II - 11/25/15Part II - 11/25/15

Send questions to Prof. Mullooly at Send questions to Prof. Mullooly at [email protected]@csufresno.edu

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Ethnographic Opportunity Ethnographic Opportunity Analysis Analysis part 1part 1



Thanks for your Time

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Ethnographic Opportunity Ethnographic Opportunity Analysis Analysis part 2part 2



Two Brothers and a Woman

Epimetheus, foolish; Prometheus, clever.

Epimetheus ("hindsight”)

Prometheus ("foresight”)

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Induction

vs

Inspirational Analytical

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Inspirat ional Induction Analyt ic Induction

Work Workaround

Engineer Reverse Engineer

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Anthropologists Entrepreneurs Application

Trained to think holistically

Intuitively holistic Visionary, iconoclastic

Evolutionary approach Forward looking Know future demands

Seek insider perspective

Intuitively knows consumers’ wants

Know when something wil l be of value

Trained to be Inductive Intuitively Inductive Keen observers, see opportunit ies

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Best in ShowBest in ShowLet’s meet some Let’s meet some

of the best of the best “Ethnographic “Ethnographic Opportunity Opportunity Observers”Observers”

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Best in Show Best in Show Fall 2014Fall 2014

1 Alexandra Bates - Pharmacy2 Bernave Nunez - Gas Station3 Bobby Robarge - Fade Blade4 Dina Ali - Socks5 Jackson Moxley - Starbucks App6 Jacobo Montejano - Washing Machine Bag7 Karina Hernandez-Cordova - Nail Polish8 Makoto Saito - Egg Carton9 Ryan Worth - Movie Seats10 Tariq Jamjoom - Adjustable Chairs

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Thanks Again,

Follow us at: theanthroguys.com

A Student’s Workspace, Student Union, Spring 2013

Mike’s Workspace, Fall 2012

A Student’s Workspace, 2nd floor of Library, Spring 2013

Use Case Continuum

Library/Lab Fountain

schoolwork non-schoolwork

Student Union

small smart device

Work Type:

Location:

Device Type: laptop/desktop

Use Case Trend Model

Library/Lab FountainStudent Union

Word implies collapsing all three; Life?

Static Production intensive school work with a large screen

Mobil Consumption intensive non-school work with a small screen

Off Campus

Use Case Trend Model

Library/Lab FountainStudent Union

Word implies collapsing all three; Life?

Static Production intensive school work with a large screen

Mobil Consumption intensive non-school work with a small screen

Off Campus

Middle Space

ethnographic opportunity analysis sp15

Education

business schumpeter

new market

marketworthy innovation

newimproved good2

new method of production3

mysterious dark force

software company steve

new source of raw materials5