Presentation on theme: "Matt Beaudet Oct. 8, 2013 For fun and profit Customer Anthropology."— Presentation transcript:
Matt Beaudet Matt@cellfyre.com Oct. 8, 2013 For fun and profit Customer Anthropology
What is customer Anthropology? “Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate” User Centered Innovation User Research Customer Focused Innovation User Centered Design Participatory Design Field Study based Design
What I did before Tali Hired SYBR Gold Oligo labeling kits ULYSIS Labeling Kits Panomer Products Microarray Kits SYBR Safe Safe Imager Qubit Countess Qubit 2.0 Realized the customer mattered
IDEO The Art of Innovation Thoughtless Acts? Observations on Intuitive Design ABC Nightline – IDEO Shopping Cart
- Early stage startup - Spin-out from UO - Disruptive drug discover platform -Tech Incubator - Eugene based - IT, Gaming, Brewing, Biotechnology space and equipment -Customer Anthropology - Innovation Guidance - Sales Support What I do now CEO Board President Consultant
Today Understand you customer! Knowing your customer is a never ending iterative process Prototyping is the easiest (and cheapest) way to understand your customer Customer anthropology makes you faster and gives you a distinct edge
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate” Why is this important?
“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate” Who is the customer? Have a clear understanding of who your customer is and what you want to get/understand from them
Customer persona framework Public Institutions Private Institutions Science Driven Ego Driven “Altruists” “Lab Rats” “Climbers” “Hot Shots” Trust data Rely on scientific journals for education Somewhat snobby Trust process Rely on training for education 9-5 worker Will try something new if it will give them an advantage Relies on 1:1 meetings for education Aggressive Trust their gut Rely on scientific meetings for education Bold and Brash Peer recommendations Unknown Potential Competitive Advantage Established Protocols
What are the tools?
This can (and should) be applied everywhere Vision hemocytometer iCounter Countess Duchess Bossman Straightforward Scientific Corporate Man Strategy Product line placement “Real customer” Branding savvy Value of cognitive dissonance
What are the tools?
What is the biggest way to screw up customer anthropology? Q&A? What is the best way to prototype my product/project? How can I make time for this when I am running flat-out already? Is IDEO as cool as everyone says it is? What is cognitive dissonance again? Are some people better at this than others? 48hr crash coarse in startups UO Student - $39/weekend Incubator space and community mentoring Tuesday open night 4-7