The Science of DesireJames KidwellAndrew GoetzLauren Moore

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EthnographyThe use of qualitative research to explain

human societies and culture

To describe people through writing

Examples Shadowing people, 1:1 interviews, personal and

non-personal surveys

EthnographyA species of anthropologist who can, among

other things, identify what's missing in people's lives and work with designers and engineers to help dream up products and services to fill those needs

Companies have been harnessing the social sciences, including ethnography since the 1930’s

By closely observing people where they live and work, companies can zero in on their customers unarticulated desires

Corporate EthnographyCreating unlikely stars within

companies in retailing, manufacturing, financial services, and consulting firms

IBM has hired a dozen ethnographers in the last three years

Schools around country are ramping up social science programs and steering anthropology students toward jobs in the corporate world

Sirius Satellite RadioSirius hires Ziba Design (from Portland) to help

them catch up to their biggest rival XM

Ziba dispatches a team of social scientists, designers and ethnographers

Spent four weeks shadowing people, how they listen to music, watch TV and even peruse gossip magazines

Sirius Satellite RadioConcluded that people wanted a

portable satellite radio player that was easy to use and load with music for later playback

Sirius S50 comes out Slim as a cigarette packStore up to 50 hours of music and

digital commentaryColor screen and handy buttons

Marriott2004, Marriott hires IDEO Inc the

rethink hotel experienceNew type of customer: the tech

savvy road warrior IDEO dispatches a team of seven

consultants including a anthropologistConclusion: Marriott needed social

zones in their hotels with smaller table, brighter lights, and wireless Web access

New Kiosk for self check in

General ElectricExecs wanted to get into the plastic-

fiber business for products such as fire-retardant jackets and bulletproof vests For a few months, researchers interviewed

presidents, managers, and engineers at textile makers

The yearlong study produced one profound insight that led GE to pull a strategic U-turn What it found was plastic-fibers was an artisanal

industry with customers who want to collaborate from the earliest stages to develop high-performance materials.

Intel CEO Otellini has turned Intel into a company that is

much more focused on consumer products: entertainment systems for the home; handheld computers for doctors; cheap, rugged PCs for emerging markets

Lead to the development of the popular wireless Centrino mobile technology.

One example: Intel and researchers realized that fishermen could use wireless technology to transmit the tally of their daily catch directly to the Alaska Fish & Game Dept.

Intel ethnographers helped devise the $500 Community India PC, which could turn into a big seller as hundreds of millions of rural Indians access the Web.

QuestionsHow many of you would be interested

in working the it ethnography field, or in a team with ethnographers?

Is the research ethnographers conduct worth the price? Are companies really getting a competitive advantage?

Do you think that this is a trend that has continued and will continue?

Bibliography

Ante, Spencer. "The Science of Desire." Business Week 5 June 2006: 1-3. Web. 15 Feb 2010. <http://www.businessweek.com/magazine/content/06_23/b3987083.htm