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The Science of Desire

The Science of Desire

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The Science of Desire

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  1. The Science of Desire Marla Olstedt & Emily Rothweiler

  2. 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

  3. 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

  4. 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 • IDEO, A Design and Innovation Consulting Firm • Jump Associates, Creates New Businesses and Reinvents Existing ones • Doblin Group, Improving Innovation Consulting Firms • IBM • Steelcase, Furniture Maker

  5. 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

  6. 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

  7. Sparking Innovation • Refreshing a Product • Cracking Markets • Transforming a Culture

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. Bibliography • http://uxmag.com/articles/ethnography-in-industry-objectives