1 Ethnographic Ethnographic Opportunity Analysis Opportunity Analysis part 1 (Spring 2013) part 1 (Spring 2013) Hank Delcore & Jim Hank Delcore & Jim Mullooly Mullooly aka aka “ “ TheAnthroGuys TheAnthroGuys ” ” @ @ www.TheAnthroGuys.com www.TheAnthroGuys.com
Transcript
1. Ethnographic OpportunityAnalysis part 1 (Spring 2013) Hank
Delcore & Jim Mullooly aka TheAnthroGuys @
www.TheAnthroGuys.com 1
2. io n? v atIn noInnovation is not the product of
logicalthought, even though the final product istied to a logical
structure - AlbertEinstein 2
3. Innovation in Business (Schumpeter, 1934) 1. Introduction of
a new/improved good 2. Introduction of a new method of production
3. Opening new market or territory 4. Conquest of a new source of
raw materials 5. New type of organization 3
4. Innovation in Business (Schumpeter, 1934) 1. Introduction of
a new/improved good Sweet Chocolate 4
5. Innovation in Business (Schumpeter, 1934) Henry Fords 2.
Introduction Assembly Lineof a new methodof production 5
6. Innovation in Business (Schumpeter, 1934) Shushi in US3.
Opening newmarket or territory 6
7. Innovation in Business (Schumpeter, 1934) Sugar Beets in
1870s 4. Conquest of a newsource of raw materials 7
8. Innovation in Business (Schumpeter, 1934) Japanese
AutomotiveAdministration 5. New type of organization 8
9. Innovation in Business (Schumpeter, 1934) 1. Introduction of
a new/improved good Sweet Chocolate 9
10. 10
11. 11
12. 12
13. 13
14. Steve Jobs Master of Innovation asimprovement of an
existing good 14
15. How PersonalComputerswere Used (1984) 15
16. How Music deviceswere Used (2001) 16
17. How Smart Phoneswere Used (2007) 17
18. How TabletComputerswere Used (2010) 18
19. BUT Apple is a Software Company(Steve Jobs) 19
20. Apple is a Software Company (Jobs) The Macintosh Interface
20
21. Apple is a Software Company (Jobs) The Ipods Itunes Store
21
22. Apple is a Software Company (Jobs) The Iphones App Store
22
23. Apple is a Software Company(Jobs) The Ipads App Store
23
24. How can youfind theseopportunities? 24
25. Through t io n d u cIn 25
26. Ethnographic (Inductive) Opportunity Analysis Deductive
Approaches Hypothesis Data Collection Analysis from general to
specific Inductive Approaches Data Collection Analysis Hypothesis
26 from specific to general
31. "The ability to observe consumersin context, without
preconceptions,and then deliver a market-worthyinnovation." Good,
simple (i.e. biz-friendly) def. of "analyticinduction"? 31
32. AnthroGuy HimselfProfessor Hank Delcore 32
33. CASE 1: Dirty LaundryWhat do you dowith dirty clothes?
33
34. Proctor & People doing ObservedGamble laundry 34
35. Found 35
36. CASE 2: Energy CrisisHow can yousave energy? 36
37. Intel Observed Green Homeowners as Lead Adopters as Lead
Adopters 37
38. Found 38
39. CASE3 39
40. All of these casesillustrate one overarching observation:
40
41. What People SayThey Doand What They DoAre Different 41
42. The Business Case for User-Driven Innovation Unprecedented
specialization and segmentation, multiplied many times over by
domestic and international cultural diversity. 42
43. The Value of the Use Case Entrepreneurs can neither assume
that they are socially or culturally close to users nor that they
can keep up with consumer trends themselves unless they seek
user-centered insights. 43
44. Increased Competition Increased competition from emerging
economies Companies can no longer rely on the advantages of being
the first to introduce new technologies to the market. 44
45. Democratization ofKnowledge The democratization of
knowledge, driven by the internet and information technology in
general Armed with lots of information and the ability to buy from
companies all over the globe, consumers no longer consider the
price/quality trade-off as the sole driver of choice. 45
46. Democratization ofKnowledge Instead, consumers increasingly
consider how a company and its products match their own personal
values, behaviors and needs. To get at this, successful companies
must include users in the innovation process. 46
47. Just to Stay Solvent As Squires and Byrne put it: companies
have to manufacture the right commodities and deliver them in the
right way to the right consumers at least four out of ten times
every year just to stay solvent (Squires and Byrne 2002:xiv).
47
48. Traditional R&D departments and entrepreneurs with
their own views on what people want can no longer keep up with the
reality of rapidly evolving needs and desires. 48
49. THE ASSIGNMENT Pll P ea ea se If I have ever made any se Pa
Pa valuable discoveries, it y yA Att has been owing more tte enntti
ion on to patient attention, !!!!!! than any other talent. Isaac
Newton: (1642-1727) 49
50. THE ASSIGNMENT 1) Conduct some sort of inductive
observation, 2) analyze your notes, then 3) expand those notes into
a brief report about what you found. 50
51. DESCRIPTION Rather than looking into a completely
innovative idea (service or product), the goal is to 1) observe
something that already works; 2) observe it in great detail; then
3) begin to understand it in such detail that you can 4) make
concrete suggestions about improving it. 51
52. In Other Words Rather than looking for how consumers COULD
use a NEW service/product, the goal is to observe how consumers DO
use a EXISTING service/product with the intention of looking for
opportunities to improve or add value to that experience. 52
53. Steps 1. Find a routine, taken-for-granted
task/service/product, 2. Hang out and thickly describe it in a
notebook, 3. In a one page pitch, suggest some sort of innovation
that will add value. DUE: next Wednesday by 3:00pm in class. The
best observations will be published on our blog and presented in
class on the Wednesday after that. 5353
54. Ethnographic OpportunityAnalysis part 1 Hank Delcore &
Jim Mullooly aka TheAnthroGuys @ www.TheAnthroGuys.com Thanks for
your Time 54