The Science of Desire Marla Olstedt & Emily Rothweiler

Article Information Sirius vs. XM Satellite Radio Sirius called upon ZIBA Design, a Portland, OR firm to catch rival XM Studied how people listen to music, watch TV, and peruse Magazines Conclusion: Portable satellite radio player easy to use for later playback could be a killer app against XM

Ethnography: A species of anthropologist who can, among other things, identify what’s missing in people’s lives. Cell phones Home appliances Furniture Friendly Hotel Lobbies

Popularity of Ethnography Been around since 1930’s, popularity rose in 1960’s, currently “primetime” Using Ethnography in retailing, manufacturing, and financial services Companies using Ethnography IDEOIDEO, A Design and Innovation Consulting Firm IDEO Jump AssociatesJump Associates, Creates New Businesses and Reinvents Existing ones Jump Associates Doblin GroupDoblin Group, Improving Innovation Consulting Firms Doblin GroupIBM Steelcase, Furniture Maker

Ethnography Facts Provides a richer understanding of consumers than does traditional research Similar to a cultural discovery job Ethnographers are becoming the front and center work force of companies

Up Close & Personal Hype of Ethnography Too many entering field Product Cycles measurement Not always a product, rather a suggestion for what people want Weeks or months not years Speed of new ideas, importance of CRM Increases importance of Ethnography

Sparking Innovation Refreshing a Product Cracking Markets Transforming a Culture

Refreshing a Product Revitalize an Existing Product of Service IDEO Inc. Hired by Marriott to revamp the hotel experience for the Young, Tech-Savvy Road Warrior 7 Consultants Designer, Anthropologist, Writer and Architect 6 Weeks, 12 Cities Hotel Lobbies, Cafes and Bars

What they learned: Lobbies were dark Best for killing time Hotels Best for large parties No place to combined work and pleasure outside the rooms Changes Social Zones for: Meetings Solo Travelers Self Check-in Kiosk “Something new but not gimmicky.” – Jannini

Cracking Markets Entering a new market the “right” way Can’t ask how to take over another's business Must instead study to discover the full extent of the industry Then determine the how and if to enter

Example: General Electric GE wanted in on the plastic-fiber business Material for higher-value, higher-margin products Fire-retardant jackets, bullet proof vest It found that it was a collaborative effort from beginning to end GE then changed how they made their other products

Transforming a Culture Delivering to a new culture Devices to track meds for the baby boomers Wireless transmissions for fishermen’s daily catch $500 Community India PC for rural Indians Define and develop products for local markets

Current Information on Ethnography More uses of Ethnography For innovating products and solutions Similar to refreshing a product For innovating or improving process Process for the Product

Current Information on Ethnography For settings Improving practices of a certain Business/Company Office More operationally centered For activities Understanding the role or function. More centered on the employees

Bibliography industry-objectives industry-objectives