Harnessing the Power of Anthropology in Product Design. William O. Beeman Department of Anthropology University of Minnesota

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1 Harnessing the Power of Anthropology in Product Design William O. Beeman Department of Anthropology University of Minnesota

2 Who Employs Anthropologists? Intel Citicorp Google Steelcase Microsoft AT&T Target Kodak Sapient Hauser Design Motorola Anthropology for Businesses May 24, 2017 Walt Disney General Mills Hallmark Travel One Hanseatic Group Medtronic Manchester Memorial Palisades Pharmaceuticals Best Buy Pitney-Bowes World Bank General Motors Worrell Boeing 3M Celanese Corporation Olson IBM 2

3 But, Why Are They Hiring Anthropologists? Anthropologists are trained with a number of useful skills: Communicating in a globalized world Avoiding preconceptions and recognizing varied perspectives Seeing the big picture Gathering, integrating, synthesizing and analyzing data through observation and direct experience. Working within and obtaining funding for structured Anthropology budgets for Businesses May 24,

4 Anthropology s Great Advantage--Ethnography Ethnographic Research is Basic to Anthropology Ethnography consists of intense immersion in and documentation of the culture and society of others whether this be a foreign culture, a consumer culture or a corporate culture Ethnography is able to reveal the underlying motivations for human attitudes and behavior Survey techniques, focus groups and interviews are useful, but they don t reveal basic motivations for behavior. Anthropology for Businesses May 24,

5 Ethnography Strives to understand people from the inside Is able to understand what people really believe and really feel as opposed to what they say they believe and feel Yields enormous amounts of qualitacve data Achieves empathy with the people who are studied finds the hold life has on them. Is able to understand the emo=onal appeal of products and services in people s lives

6 Ethnographic Fieldwork Cultural anthropologists conduct research in libraries and museums but they rely most heavily on experiencal fieldwork yielding qualitacve data

7 Fieldwork *As a research strategy, fieldwork is experiencal this involves: *living with the people they study *learning the language of those they study *asking quescons--interviews *surveying environments/ material possessions *spending long periods observing everyday behaviors and interaccons in a natural sesng

8 Business Anthropology The Applications International Business Internal Corporate Culture Product Design Marketing and Advertising Consumer and User Experience (CX and UX ) Anthropology for Businesses May 24,

9 Design--Seeing the Big Picture Anthropologists use a holistic approach They take into account all variables at all levels a perspective that is not always emphasized in other disciplines. For instance In product development, seeing the big picture might mean figuring out all the ways a product fits into the environment and lives of various consumer groups. Anthropological holism is essential in the new economy Rapid fluctuations in the current economy mean it is important to understand how global changes can affect local communities and how best to adapt to these changes. Anthropology for Businesses May 24,

10 Design Models QFD--House of Quality (Ethnography )

11 House of Quality Example

12 Design Models Kano Model

13 Design Process Stages Ethnographic Stages of Design

14 Design Thinking Process Ethnographic Input

15 Product Design--Seeing the Big Picture Example: Engineering with people in mind Engineers are trained to look at specific technology, while anthropologists are trained to look at all the ways that different people use technology. Motorola anthropologists studied pager use among teenagers in the 1990s and discovered that, while teens used pagers to keep in touch, they also used them as fashion accessories. The result? By combining engineering expertise with anthropological data, Motorola developed trendy, colorful pagers. The same is now true with smart phones. Anthropology for Businesses May 24,

16 Marketing--Gathering, Integrating, Synthesizing and Analyzing Data Example: Ethnographic observations A General Mills focus group led the company to believe that whole-grain breakfasts were a top priority for parents to serve their kids. When anthropologists actually observed family breakfast routines, they found that snacks on the run and multicolored cereal were preferred in reality. Anthropology for Businesses May 24,

17 The result? Go-Gurt nationally successful colorful yogurt snack that can be eaten on the go.

18 Designing a television service Example: Disney increases viewership Disney hired a team of anthropologists to help it rejuvenate its appeal to a stagnating audience: 6-14 year old boys. Why? Boys tend to be less open than girls in regular surveys, making anthropological methods better for understanding their interests. Anthropology for Businesses May 24,

19 The Result? Disney created a new television channel, Disney XD, tailored toward the interests of boys. Disney has also seen a 10% increase in male viewership.

20 User Experience Understanding how products and services affect people s lives drives design Example: The Moment of Clarity All companies want to know about the success of their projects, especially when they are in development. But obtaining this information is difficult, especially during the design process. Surveys and focus groups are inadequate Ethnographic work with users Coloplast Fedex vs. UPS Bras and Panties Anthropology for Businesses May 24,

21 User Experience Build the Right Thing and Build the Thing Right Plan Spend $1 now Or $ later Build Up to 50% reduccon By including usability in the development cycle Run 80% of maintenance is due to unmet or unforeseen user requirements Anthropology for Businesses May 24,

22 Methodology--Gathering, Integrating, Synthesizing and Analyzing Data Example:. Anthropology in government Currently an epidemiologist at the CDC and a member of the NIH Senior Biomedical Research Service, Dr. Robert Hahn has found his anthropological training and research skills useful in a number of ways. He has conducted anthropological and public health research all over the world and has published numerous studies and written two books on medical anthropology. He was also a Capitol Hill fellow in the House VA Committee during 1998 and Anthropology for Businesses May 24,

23 Methodology--Working within and Obtaining Funding for Structured Budgets Academic anthropological research is funded primarily by grants. Students are trained in grantsmanship Therefore anthropologists are proficient at grant and proposal writing to obtain funding for research projects. In anthropology, competition is fierce for limited funding, making anthropologists very adept at working within the confines of a limited or structured budget. Anthropologists excel at financial prioritization and creating and adhering to detailed budgets. Anthropology for Businesses May 24,

24 Methodology--Working within and Obtaining Funding for Structured Budgets Example: $1 million grant, anyone? Anthropologists often learn grant writing during graduate school in order to obtain money for research. One anthropologist at United Housing, Inc., for example, regularly obtains grants for non-profit work in service urban design, city planning and architecture. Funding he has helped obtain includes a more than $1 million grant for the revitalization and restoration of neighborhoods and public housing. Anthropology for Businesses May 24,

25 What Can Anthropologists Do for a Business or Non-Profit engaged in Design Process? Assess and adapt workgroup practices, product designs, environments or project strategies in a rapidly changing and risky market Analyze product usage, consumer mindset, brand appeal, research data and donor motivation Mediate workplace relationships to increase efficiency Communicate effectively with diverse audiences such as consumers, donors, clients, shareholders, internal staff and members Organize and manage large, complex projects with stakeholders representing a wide range of interests Perform objective, goal-oriented evaluations and risk assessments Write proposals and obtain grants or other sources of funding Anthropology for Businesses May 24,

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