Apply inductive analysis to commercial gain! Or to just doing solid research for the betterment of your product/process.

1. 11
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 1 (Fall 2015) 10/12/15part 1 (Fall 2015) 10/12/15
James MulloolyJames Mullooly
akaaka “TheAnthroGeek” @“TheAnthroGeek” @
www.TheAnthrowww.TheAnthroGeekGeek.com.com

2. 22
What about
knowing matters
most to you?

3. 33
Do you want to know
what everyone
knows or what none
of us know?

4. 44
Which matters:
–Knowledge or
Ignorance

5. 55
 If we compare knowledge to
matter than why are we fixated on
the smallest fraction of reality?
–Ordinary matter 5%
–dark matter & energy 95%.

6. 66
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.

7. 77
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies
apart.

8. 88
Astronomers theorize that the faster expansion rate is due to a
mysterious dark force that is pushing galaxies apart.

9. 99
 Courage, cleverness, innovation

10. 1010
Consider the most
innovative
product or process
you can think of

11. 1111
Innovation?
Innovation is not the product of logical
thought, even though the final product is
tied to a logical structure - Albert
Einstein

12. 1212
Magdalenian bone sewing needles
from Gourdan Cave, France

13. 1313
Magdalenian bone sewing needles
from Gourdan Cave, France
Innovation?

14. 1414
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 1. Introduction of a1. Introduction of a new/improved goodnew/improved good
 2. Introduction of a2. Introduction of a new methodnew method ofof
productionproduction
 3. Opening3. Opening new market ornew market or territoryterritory
 4. Conquest of a4. Conquest of a new sourcenew source of rawof raw
materialsmaterials
 5. New type5. New type of organizationof organization

15. 1515
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 1. Introduction of a1. Introduction of a new/improved goodnew/improved good
Sweet
Chocolate

16. 1616
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 2. Introduction2. Introduction
of aof a new methodnew method
of productionof production
Henry Ford’s
Assembly Line

17. 1717
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 3. Opening3. Opening newnew
market ormarket or territoryterritory
Sushi in US

18. 1818
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 4. Conquest of a4. Conquest of a newnew
sourcesource of raw materialsof raw materials
Sugar Beets
in 1870s

19. 1919
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 5. New type5. New type of organizationof organization
Japanese
Automotive
Administration

20. 2020
 Innovation in BusinessInnovation in Business (Schumpeter, 1934)(Schumpeter, 1934)
 1. Introduction of a1. Introduction of a new/improved goodnew/improved good
Sweet
Chocolate

21. 2121
Introduction of aIntroduction of a
new/improved goodnew/improved good

22. 2222
Introduction of aIntroduction of a
new/improved goodnew/improved good

23. 2323
Introduction of aIntroduction of a
new/improved goodnew/improved good

24. 2424
Introduction of aIntroduction of a
new/improved goodnew/improved good

25. 2525
Steve JobsSteve Jobs
Master of
Innovation as
improvement of
an existing
good

26. 2626
HowHow
PersonalPersonal
ComputersComputers
were Usedwere Used
(1984)(1984)

27. 2727
How MusicHow Music
devicesdevices
were Usedwere Used
(2001)(2001)

28. 2828
How SmartHow Smart
PhonesPhones
were Usedwere Used
(2007)(2007)

29. 2929
How TabletHow Tablet
ComputersComputers
were Usedwere Used
(2010)(2010)

30. 3030
HowHow
WatchesWatches
are Usedare Used
((NOWNOW))

31. 3131
BUTBUT
Apple is aApple is a
SoftwareSoftware
CompanyCompany
(Steve Jobs)(Steve Jobs)

32. 3232
 Apple is a Software Company (Apple is a Software Company (JobsJobs))
The Macintosh Interface

33. 3333
Apple is a Software Company (Jobs)
The Ipod’s Itunes Store

34. 3434
Apple is a Software Company (Jobs)
The Iphone’s
App Store

35. 3535
Apple is a Software Company
(Jobs)
The Ipad’s
App Store

36. 3636
Apple is a Software Company
(Jobs)
The
Watch’s
????????

37. 3737
How can you
find these
opportunities?

38. 3838
Through
Induction

39. 3939
What is Induction?What is Induction?
 Deductive ApproachesDeductive Approaches
– HypothesisHypothesis  Data CollectionData Collection 
AnalysisAnalysis
 from general to specificfrom general to specific
 Inductive ApproachesInductive Approaches
– Data CollectionData Collection  AnalysisAnalysis 
HypothesisHypothesis
 from specific to generalfrom specific to general

40. 4040
What is Induction?What is Induction?

41. 4141
A generalization is the
conceptualization of cause and
effect; i.e., inducting may be
described as measurement omission
applied to causal connections.
FROM: The Logical Leap: Induction in Physics, By
David Harriman
What is Induction?What is Induction?

42. 4242
Inspirational
Induction
Feel that
“ah ha”
moment
when you
see
something
unexpected

43. 4343

44. 4444

45. 4545

46. 4646

47. 4747

48. Induction
vs
Inspirational Analytical

49. 4949
Inspirational Induction Analytic Induction
Work Workaround
Engineer Reverse Engineer

50. 5050
"The ability to observe consumers
in context, without preconceptions,
and then deliver a market-worthy
innovation." -Hank Delcore
Concise (i.e. biz-friendly) definition of "analytic
induction"?

51. I will now
Apply this
Theory
5151

52. 5252
QUESTION: What
do you do with
dirty clothes?
CASE 1:
Dirty
Laundry

53. 5353
Proctor &Proctor &
GambleGamble
ObservedObserved
People doingPeople doing
laundrylaundry

54. 5454
Found

55. 5555
CASE 2:
Global
Markets
QUESTION:
How can you
compete?

56. 5656
Observed
Observed
IndiansIndians
outsideoutside
Americans in bathroomsAmericans in bathrooms
(running water)(running water)

57. 5757
US concern: a close
shave  more blades;
Indian concern: clean
blades, not cutting
themselves.
Found 1
Found 1

58. 5858
Found 2
Found 2HEADLINE:
“Gillette's Latest
Innovation in Razors:
the 11-Cent Blade”
For its part, P&G has doubled the percentage of
its roughly $20 billion in annual revenue coming
from emerging markets since 2000 to about 40
percent (October 2013).

59. 5959
All of these cases
illustrate one
overarching
observation:

60. 6060
What PeopleWhat People
Say They DoSay They Do
and What Theyand What They DoDo
areare DifferentDifferent

61. 6161
The Business Case for User-The Business Case for User-
Driven InnovationDriven Innovation
 UnprecedentedUnprecedented
specialization andspecialization and
segmentationsegmentation, multiplied, multiplied
many times over bymany times over by
domestic anddomestic and
international culturalinternational cultural
diversity.diversity.

62. 6262
The Value of theThe Value of the Use CaseUse Case
 Entrepreneurs cannotEntrepreneurs cannot
assume they are sociallyassume they are socially
or culturally close to usersor culturally close to users
and they cannot keep upand they cannot keep up
with consumer trendswith consumer trends
unless they seek user-unless they seek user-
centered insights.centered insights.

63. 6363
Democratization ofDemocratization of
KnowledgeKnowledge 11
Driven by the internetDriven by the internet
and informationand information
technology in generaltechnology in general
Armed with lots of information and the ability to buyArmed with lots of information and the ability to buy
from companies all over the globe, consumers nofrom companies all over the globe, consumers no
longer considerlonger consider the price/quality trade-offthe price/quality trade-off as the soleas the sole
driver of choice.driver of choice.

64. 6464
Democratization ofDemocratization of
KnowledgeKnowledge 22
 Consumers increasinglyConsumers increasingly
consider how a company andconsider how a company and
its products matchits products match their owntheir own
personal valuespersonal values, behaviors, behaviors
and needs.and needs.
To get at this,To get at this, successful companies mustsuccessful companies must
include usersinclude users in the innovation processin the innovation process..

65. 6565
 Traditional R&DTraditional R&D
departments anddepartments and
entrepreneurs withentrepreneurs with
their own views ontheir own views on
“what people want”“what people want”
can no longer keepcan no longer keep
upup with the reality ofwith the reality of
rapidly evolvingrapidly evolving
needs and desires.needs and desires.

66. 6666
Just to Stay SolventJust to Stay Solvent
 As Squires and Byrne put it:As Squires and Byrne put it: “…companies“…companies
have to manufacture the right commodities andhave to manufacture the right commodities and
deliver them in the right way to the rightdeliver them in the right way to the right
consumers at least four out of ten times everyconsumers at least four out of ten times every
year – just to stay solvent” (Squires and Byrneyear – just to stay solvent” (Squires and Byrne
2002:xiv).2002:xiv).

67. 6767
YOU will now Apply this Knowledge:
Your Assignment:
“ethnographic opportunity
analysis fieldwork”

68. 6868
Anthropologists Entrepreneurs Application
Trained to think
holistically
Intuitively holistic Visionary,
iconoclastic
Evolutionary approach Forward looking Know future
demands
Seek insider
perspective
Intuitively knows
consumers’ wants
Know when
something will be
of value
Trained to be Inductive Intuitively Inductive Keen observers,
see opportunities
We are not that different

69. 6969
If I have ever made any
valuable discoveries, it
has been owing more
to patient attention,
than any other talent.
Isaac Newton: (1642-1727)
THE ASSIGNMENT: Pay AttentionTHE ASSIGNMENT: Pay Attention

70. 7070
Where
Observation is
Concerned,
chance favors
the prepared
mind.
-Louis Pasteur
(1882-1895)
THE ASSIGNMENT:THE ASSIGNMENT: Preparation

71. 7171
THE ASSIGNMENTTHE ASSIGNMENT
 1) Conduct some sort of1) Conduct some sort of “inductive“inductive
observation”,observation”,
 2) analyze your notes, then2) analyze your notes, then
 3) expand those notes into a brief3) expand those notes into a brief
report about what you found.report about what you found.

72. 7272
 DESCRIPTIONDESCRIPTION
– Rather than looking into a completelyRather than looking into a completely
innovative idea (service or product), theinnovative idea (service or product), the
goal is togoal is to 1) observe something that1) observe something that
already works; 2) observe it in greatalready works; 2) observe it in great
detail; then 3) begin to understanddetail; then 3) begin to understand it init in
such detail that you cansuch detail that you can 4) make4) make
concrete suggestionsconcrete suggestions about improving it. about improving it.

73. 7373
 In Other WordsIn Other Words (not your pet idea)(not your pet idea)
– Rather than looking for how consumersRather than looking for how consumers
COULD use a NEW service/product, theCOULD use a NEW service/product, the
goal is togoal is to observe how consumers DOobserve how consumers DO
use a EXISTING service/productuse a EXISTING service/product with thewith the
intention ofintention of looking for opportunitieslooking for opportunities toto
improve orimprove or “add value”“add value” to thatto that
experience.experience.

74. 7474
 StepsSteps
– 1. Find a routine, taken-for-granted1. Find a routine, taken-for-granted
task/service/product,task/service/product,
– 2.2. “Hang out” and “thickly describe” it in a“Hang out” and “thickly describe” it in a
notebook, notebook,
– 3.3. In a 2-3 page pitchIn a 2-3 page pitch, suggest some sort of, suggest some sort of
innovation that will add value. DUE: Wednesdayinnovation that will add value. DUE: Wednesday
Oct 16rd by 3:00pm in class. Email to Eric.Oct 16rd by 3:00pm in class. Email to Eric.
– The best observations will be published on ourThe best observations will be published on our
blog and presented in class on the Wednesdayblog and presented in class on the Wednesday
after that.after that.

75. 7575
 This will be your Assignment 4.This will be your Assignment 4.
 Email it directly to Tim and AshwinEmail it directly to Tim and Ashwin
 Part I - 10/12/15Part I - 10/12/15
Due Date 10/21/15Due Date 10/21/15
 Part II - 10/28/15Part II - 10/28/15
Send questions to Prof. Mullooly atSend questions to Prof. Mullooly at
Jmullooly@csufresno.eduJmullooly@csufresno.edu

76. 7676

77. 7777

78. 7878

79. 7979

80. 8080
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 1part 1
James MulloolyJames Mullooly
akaaka “TheAnthroGeek” @“TheAnthroGeek” @
www.TheAnthrowww.TheAnthroGeekGeek.com.com
Thanks for your Time

81. 8181
Ethnographic OpportunityEthnographic Opportunity
AnalysisAnalysis part 2part 2
James MulloolyJames Mullooly
akaaka “TheAnthroGeek” @“TheAnthroGeek” @
www.TheAnthrowww.TheAnthroGeekGeek.com.com

82. Two Brothers and a Woman

83. Epimetheus, foolish; Prometheus, clever.
Epimetheus
("hindsight”)
Prometheus
("foresight”)

84. 8484
What is Induction?What is Induction?

85. Induction
vs
Inspirational Analytical

86. 8686
Inspirational Induction Analytic Induction
Work Workaround
Engineer Reverse Engineer

87. 8787
Anthropologists Entrepreneurs Application
Trained to think
holistically
Intuitively holistic Visionary,
iconoclastic
Evolutionary approach Forward looking Know future
demands
Seek insider
perspective
Intuitively knows
consumers’ wants
Know when
something will be
of value
Trained to be Inductive Intuitively Inductive Keen observers,
see opportunities

88. 8888
The Business Case for User-The Business Case for User-
Driven InnovationDriven Innovation
 UnprecedentedUnprecedented
specialization andspecialization and
segmentationsegmentation, multiplied, multiplied
many times over bymany times over by
domestic anddomestic and
international culturalinternational cultural
diversity.diversity.

89. 8989
The Value of theThe Value of the Use CaseUse Case
 Entrepreneurs cannotEntrepreneurs cannot
assume they are sociallyassume they are socially
or culturally close to usersor culturally close to users
and they cannot keep upand they cannot keep up
with consumer trendswith consumer trends
unless they seek user-unless they seek user-
centered insights.centered insights.

90. 9090
Democratization ofDemocratization of
KnowledgeKnowledge 11
Driven by the internetDriven by the internet
and informationand information
technology in generaltechnology in general
Armed with lots of information and the ability to buyArmed with lots of information and the ability to buy
from companies all over the globe, consumers nofrom companies all over the globe, consumers no
longer considerlonger consider the price/quality trade-offthe price/quality trade-off as the soleas the sole
driver of choice.driver of choice.

91. 9191
Democratization ofDemocratization of
KnowledgeKnowledge 22
 Consumers increasinglyConsumers increasingly
consider how a company andconsider how a company and
its products matchits products match their owntheir own
personal valuespersonal values, behaviors, behaviors
and needs.and needs.
To get at this,To get at this, successful companies mustsuccessful companies must
include usersinclude users in the innovation processin the innovation process..

92. 9292
 Traditional R&DTraditional R&D
departments anddepartments and
entrepreneurs withentrepreneurs with
their own views ontheir own views on
“what people want”“what people want”
can no longer keepcan no longer keep
upup with the reality ofwith the reality of
rapidly evolvingrapidly evolving
needs and desires.needs and desires.

93. 9393
Just to Stay SolventJust to Stay Solvent
 As Squires and Byrne put it:As Squires and Byrne put it: “…companies“…companies
have to manufacture the right commodities andhave to manufacture the right commodities and
deliver them in the right way to the rightdeliver them in the right way to the right
consumers at least four out of ten times everyconsumers at least four out of ten times every
year – just to stay solvent” (Squires and Byrneyear – just to stay solvent” (Squires and Byrne
2002:xiv).2002:xiv).

94. 9494
This idea is
catching on
Anthropology
Inc.
The Atlantic,
MARCH 2013
http://www.theatlantic.com/magazine/archive/2013/03/an
thropology-inc/309218/2/

95. 9595
Best in ShowBest in Show
Let’s meet someLet’s meet some
of the bestof the best
“Ethnographic“Ethnographic
OpportunityOpportunity
Observers”Observers”

96. 9696
Best in ShowBest in Show Fall 2015Fall 2015
1
2.
3.
4.
5.
6.
7.
8.
9.
10.

97. 9797
Thanks Again,
Follow me at:
TheAnthroGeek.com

98. A Student’s Workspace, Student Union, Spring 2013

99. Mike’s Workspace, Fall 2012

100. A Student’s Workspace, 2nd
floor of Library, Spring
2013

101. Use Case Continuum
Library/Lab Fountain
schoolwork non-schoolwork
Student Union
small smart device
Work Type:
Location:
Device Type: laptop/desktop

102. Use Case Trend Model
Library/Lab FountainStudent Union
Word
implies
collapsin
g all
three;
Life?
Static
Production
intensive school
work with a
large screen
Mobil
Consumption
intensive non-
school work with
a small screen
Off
Campu
s

103. Use Case Trend Model
Library/Lab FountainStudent Union
Word
implies
collapsin
g all
three;
Life?
Static
Production
intensive school
work with a
large screen
Mobil
Consumption
intensive non-
school work with
a small screen
Off
Campu
s
Middle
Space

104. 104104
Thanks Again,
Follow us at:
theanthroguys.com

107. 107107

109. 109109
Best in ShowBest in Show SpringSpring
20152015
1 Natalie Bruhin-Filto-Washer
2. Alexander Ramirez-PowerPacker
3. Raley Nickolas-Shopper Aide
4. Silva Connor-Detergent Genie
5. Zavala Celeste-Cup Holder
6. Tramel Thompson-Tires Inflator
7. Ramesh Karthik-Drink Collector
8. Rajdeep Panach-Bench Press Plus
9.Tia Yang-Thermo-Faucets
10. Erica Pulido-Fridge Magic