Chris PelserRyan Thornton
A branch of anthropology that deals with the scientific description of specific human cultures.
Techniques:◦ First hand observations of behaviors◦ Direct conversations◦ In-Depth interviewing
Profitability through ethnography consists of:
◦ Thinking big thoughts – breakthrough innovations◦ Selective – picking the right consultants◦ Start early – indentify consumers’ unmet needs◦ Sell, sell, sell – educate others on its value◦ Build a culture
Companies harnessing the social sciences◦ Since 1930s: Executives concerned with
productivity of employees.◦ Since 1960s: Regular use of ethnographers to
better handle a company’s customers. More concerned and focused with the consumer
◦ Now, more businesses re-orient themselves to serve the consumer.
Ethnography has become more relevant.
Sirius Satellite Radio◦ Contacted consulting firm Ziba Design, from
Portland OR, to help envision a device that would help against larger rival XM Radio.
◦ Ethnographers followed 45 people for 4 weeks. Studied how they listened to music, watched TV, and
read gossip magazines.
• Research found that consumers wanted: A portable satellite radio player Easy to use Loads music for later playback
• S50: A portable device that stores up to 50 hours of music and commentary from satellite radio.
Used to refresh old products◦ Marriot’s research was to rethink the hotel
experience for the young, tech-savy, road warrior. Needed: brighter lights, smaller tables, wireless web,
suitability for meetings, and more social zones.
Cracking New Markets◦ Helped GE enter into the plastic-fiber industry
Transforming a Culture
Ante, Spencer E “The Science of Desire.” Annual Editions Marketing 5 June 2006.
Sirius.com
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