Companies are beginning to rocefus their priorities. Ethnography is helping companies focus more on the customer rather than simply finding ways to make their employees more productive. Anthropologists are the leading people in ethnographic research. Ethnography is becoming far more valuable than focus groups, surveys, and demographic data because it allows companies to see their customers’ unarticulated desires where they live and work. Companies such as IDEO, Jump Associates, Doblin Group, IBM, Steelcase Inc., and Intel have all changed their path to designing a product. They have hired more anthropologists and claimed ethnography as one of their leading contributors to new product designs. Not all companies are using ethnography to create a new product, but rather to simply improve and existing one. For example, IDEO was hired by Marriott to study the ethnography of business people having meetings in their lobbies. IDEO found that the hotels had proper facilities for large parties, but not small groups ...
Companies are beginning to rocefus their priorities. Ethnography is helping companies focus more on the customer rather than simply finding ways to make their employees more productive. Anthropologists are the leading people in ethnographic research. Ethnography is becoming far more valuable than focus groups, surveys, and demographic data because it allows companies to see their customers’ unarticulated desires where they live and work. Companies such as IDEO, Jump Associates, Doblin Group, IBM, Steelcase Inc., and Intel have all changed their path to designing a product. They have hired more anthropologists and claimed ethnography as one of their leading contributors to new product designs. Not all companies are using ethnography to create a new product, but rather to simply improve and existing one. For example, IDEO was hired by Marriott to study the ethnography of business people having meetings in their lobbies. IDEO found that the hotels had proper facilities for large parties, but not small groups of business travelers. Marriott has now reinvented the lobbies to accommodate a broader range of travelers. Intel does not market directly to their customers and the company believes that it needs to branch out beyond the chipmaking business. The company has begun to focus on consumer products such as entertainment systems and handheld computers for doctors. Intel now uses ethnography to learn how to make their new products appealing to the consumer. Because data-driven engineers have long run Intel, some employees are not enthused about this ethnographic switch. But they better get used to it.
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