The Science of Desire
What makes us want stuff? For the longest time, most retailers figured that if they sold it, we would come and buy it. However, as most items are being reduced to commodities, retailers and manufacturers are realizing that they need a different tactic. Welcome the new royalty of retailing -- the consumer. As consumers become the key differentiator for businesses, a new breed of workers are being recruited by HR departments. Say, "Hi," to the Ethnographer in the cubicle next to you.
Ehtnographers are social anthropologists that study human interactions in their natural social and cultural environments. In their retailing and manufacturing applications, they basically figure out what you just can't live without, then work with designers and engineers to make the dreams you didn't know you have, come true.
With the help of ethnography, some truly useful products can be created. Yes, it will mean out with some of the old and in with the new -- which is good for the people who specialize in selling you stuff -- but remember, the consumer rules, so this is also all about getting the right stuff to the consumers.
If you work within a retailer or manufacturer, this is all about being innovative to meet the customer wants. It also means a different way of doing product design. It's a softer approach that will require brainstorming and you to probably play with a lot of fluffy stuff. It may also mean field trips to be with the customer. If you happen to be here, it might be difficult for you to grasp that maybe you just don't know what the customer wants and it may be important to actually pay attention to them.
Reference: BusinessWeek's The Science of Desire.
Related reading:
Ehtnographers are social anthropologists that study human interactions in their natural social and cultural environments. In their retailing and manufacturing applications, they basically figure out what you just can't live without, then work with designers and engineers to make the dreams you didn't know you have, come true.
With the help of ethnography, some truly useful products can be created. Yes, it will mean out with some of the old and in with the new -- which is good for the people who specialize in selling you stuff -- but remember, the consumer rules, so this is also all about getting the right stuff to the consumers.
If you work within a retailer or manufacturer, this is all about being innovative to meet the customer wants. It also means a different way of doing product design. It's a softer approach that will require brainstorming and you to probably play with a lot of fluffy stuff. It may also mean field trips to
Reference: BusinessWeek's The Science of Desire.
Related reading:
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