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Published byBeatrice Greer Modified over 8 years ago
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Chris Pelser Ryan Thornton
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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
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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
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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.
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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.
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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.
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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
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Ante, Spencer E “The Science of Desire.” Annual Editions Marketing 5 June 2006. Sirius.com
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