Chris Pelser Ryan 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  Sirius.com