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The Science Of Desire
JUNE 5, 2006 | BusinessWeek | By Spencer E. Ante, with Cliff
Edwards in San Mateo, Calif. Ethnographers, are a species of
anthropologist who can, among other things, identify what's missing in
people's lives -- the perfect cell phone, home appliance, or piece of
furniture -- and work with designers and engineers to help dream up
products and services to fill those needs.... The beauty of ethnography,
say its proponents, is that it provides a richer understanding of
consumers than does traditional research. Yes, companies are still using
focus groups, surveys, and demographic data to glean insights into the
consumer's mind. But closely observing people where they live and work,
say executives, allows companies to zero in on their customers'
unarticulated desires. Ethnographers' findings often don't lead to a
product or service, only a generalized sense of what people want. Their
research can also take a long time to bear fruit.
ethnography  consumer_research  market_entry  GE  emerging_markets  embryonic  anthropologists  anthropology  observations  unarticulated_desires 
january 2010 by jerryking
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