Looking For New Customers Can An Anthropologist Help
-
Upload
andrea-simon -
Category
Documents
-
view
120 -
download
0
description
Transcript of Looking For New Customers Can An Anthropologist Help
![Page 1: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/1.jpg)
Looking for New Market Space? Can an Anthropologist help?Andrea J. Simon PhD
Founder and President SAMC
![Page 2: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/2.jpg)
2
Cultural Evolution
ChangeMatters !!!
![Page 3: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/3.jpg)
3
Why Crisis Drives Change
Change is literally pain.
Brain fights change.
![Page 4: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/4.jpg)
THE TIMES ARE CHANGING…CAN AN ANTHROPOLOGIST HELP?
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.” – sort of a “Charles Darwin”
4
![Page 5: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/5.jpg)
Study of Culture
Historically--small-scale societies
Applied today to current, complex societies:
Corporate cultures
— Could yours keep you from changing?
Exploring new Business opportunities
— Erickson studying texting among teens
— P&G’s “Insighting Processes”
Questions relevant to today’s societies
— Underground economy
— Sanitation Culture in NYC
Across the intersections--www.neuroanthropology.com
5
![Page 6: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/6.jpg)
6
Let’s begin helping you see…
Andre Rieu
![Page 7: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/7.jpg)
Not this
7
![Page 8: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/8.jpg)
What did you see, feel and think?
Classical Music
Traditional Setting
Dress in classic form
Conductor’s back
Disengaged
Focused on adults
Funeral
Pop Music
Untraditional setting
Colors, fashion
Conductor’s Personality Face First
Totally engaged
Young and Old
Party
8
![Page 9: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/9.jpg)
9
“ If you want to understand how a lion hunts, don’t go to the zoo. Go to the Jungle.” (Kevin Roberts, Saatchi & Saatchi)
Go Exploring
![Page 10: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/10.jpg)
10
Please, don’t ask them what they need
Henry Ford’s quote:
“If I had asked people how I could improve their transportation they would have told me to make their horses go faster.”
![Page 11: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/11.jpg)
What do they find?
General Mills Go-Gurt Portable Yogurt
Huggies
Marriott International plans new layout for hotel lobbiesThe Business Journal of Phoenix - January 18, 2006
AlcoaCan consumption increase?
![Page 12: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/12.jpg)
Who else?
Shimano (Trex,Raleigh, Giant) Bicycles—for the 16 million who are not riding bikes
![Page 13: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/13.jpg)
Anthropology
Done with observational research techniques
Ethnographic research
“Deep Hanging Out”
“A day in the life of a customer”
Video diaries
Photo studies
Listen—Culture Probes
13
![Page 14: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/14.jpg)
14
It is all about You!
People saw solutions in different ways. And then made them happen.
![Page 15: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/15.jpg)
Client Stories
15
What they thought and what their customers needed were miles apart
![Page 16: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/16.jpg)
A Safety-Net Hospital
Took hospital administrators to spend a day in the life of their patients, doctors and staff
Boy, what they found!
16
![Page 17: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/17.jpg)
A current client
17
Watched Doctors and their patients discussing, using and worrying about Coumadin before they then redesigned the protocols to make physicians use it more comfortably and patients feel safer.
![Page 18: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/18.jpg)
Point of Purchase Marketers
18
![Page 19: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/19.jpg)
Can you do it yourself?
Yes and you should!
Have you spent a “day in the life of your clients” and theirs? Take a camera and capture the experiences.
Shed the barriers – stop the “No, but’s” and build the “Yes, and…!
Build an video vault of your observations
Look for the intersections
Fight your mind map
Focus, repetition and density
Tell Stories and Draw Pictures
All about the experience—don’t just imagine
19
![Page 20: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/20.jpg)
Some places to look
www.pointforward.com –Gary Waymire, full range of products from Sony to Wells Fargo
www.jumpassociates.com-- Dev Patniak, for very clever research
www.innovationfocus.com-- Anne Orban, for consumer behavior
www.envirosell.com--Paco Underhill for space, retail, banks, malls
www.paragonrx.com--Jeff Fetterman for pharma and healthcare
www.simonassociates--for finding nonusers and new market space, Blue Oceans
20
![Page 21: Looking For New Customers Can An Anthropologist Help](https://reader033.fdocuments.in/reader033/viewer/2022060119/558e46361a28ab56268b462f/html5/thumbnails/21.jpg)