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In this preserntation we take you through some of the ways anthropologists and the tools of anthropology could help you find new markets, see, feel and think differenlty about your customers and identify nonusers who could use your products and services.
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Looking for New Market Space? Can an Anthropologist help?Andrea J. Simon PhD
Founder and President SAMC
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Cultural Evolution
ChangeMatters !!!
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Why Crisis Drives Change
Change is literally pain.
Brain fights change.
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”
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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
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Let’s begin helping you see…
Andre Rieu
Not this
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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
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“ 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
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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.”
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?
Who else?
Shimano (Trex,Raleigh, Giant) Bicycles—for the 16 million who are not riding bikes
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
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It is all about You!
People saw solutions in different ways. And then made them happen.
Client Stories
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What they thought and what their customers needed were miles apart
A Safety-Net Hospital
Took hospital administrators to spend a day in the life of their patients, doctors and staff
Boy, what they found!
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A current client
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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.
Point of Purchase Marketers
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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
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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
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