1 1 Inspiring Innovation by Discovering Customer Needs Firsthand Barbara Perry, Ph.D. Cultural...

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Inspiring Innovation by Discovering

Customer Needs Firsthand

Inspiring Innovation by Discovering

Customer Needs Firsthand

Barbara Perry, Ph.D.Cultural Anthropologist

Barbara Perry, Ph.D.Cultural Anthropologist

Barbara Perry Associates. All rights reserved. Barbara Perry Associates. All rights reserved. 22

WHY?WHY?

Functional

Emotional

Functional

Emotional


WHY?WHY?

Shout

Listen

Shout

Listen


WHY?WHY?

Silos

Integration

Silos

Integration


WHY?WHY?

L ≥ CL ≥ C


WHAT?WHAT?

UnexploitedOpportunities


Today’s Business


Unspoken Needs

Spoken Needs

ServedCustomers

Un-servedCustomers


WHAT?WHAT?

Information SpectrumInformation Spectrum

HARD TRENDS SOFT

RETROSPECTIVE PREDICTIVE


WHAT?WHAT?

“Ethnography is the New Core Competence”

Business Week, June 2006


Ethnographic Ethnographic MethodMethod

““The real voyage of The real voyage of discovery consists not discovery consists not

in seeking new in seeking new landscape, but in landscape, but in

having new eyes,” M. having new eyes,” M. ProustProust

Barbara Perry Associates, All Rights Reserved


Customer TouchpointCustomer Touchpoint

Ethnographic MethodEthnographic Method

observable data



What we saywe value

What we saywe value




Underlying Assumptionscontext, meaning

Underlying Assumptionscontext, meaning

The primarysource for new

ideasand product

innovation

The primarysource for new

ideasand product

innovation





Ethnographic data informs our “gut” and is the “glue” that

holds quantitative data together

Ethnographic data informs our “gut” and is the “glue” that

holds quantitative data together



HOW?HOW?

Multifunctional TeamsMultifunctional Teams


HOW?HOW?

In Context , HolisticIn Context , Holistic


HOW?HOW?

Data CollectionStorytelling and DialogueCreative Leap

Data CollectionStorytelling and DialogueCreative Leap


WHEN?WHEN?

OF


SO WHAT?SO WHAT?

∞IN HERE

OUT THERE

CULTURE: THE PLAYING FIELD OF INNOVATION


SO WHAT?SO WHAT?

Individual

Team

Organization

Individual

Team

Organization


INNOVATIVE CULTURESARE

HOPEFUL CULTURES

INNOVATIVE CULTURESARE

HOPEFUL CULTURES

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.


THANK YOU!THANK YOU!

YOU CAN REACH BARBARA AT:

[email protected]

WWW.BARBARAPERRYASSOCIATES.COMWWW.PUTTINGHOPETOWORK.COM

YOU CAN REACH BARBARA AT:

[email protected]

WWW.BARBARAPERRYASSOCIATES.COMWWW.PUTTINGHOPETOWORK.COM

1 1 Inspiring Innovation by Discovering Customer Needs Firsthand Barbara Perry, Ph.D. Cultural...

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