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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