In this article we are going to see two short cases that will show us how in real life ethnographic research can help a company to successfully develop a product just by knowing the market and the consumer’s habits and preferences.
The first case takes place in India.Thanks to the ethnographic research chipmaker Intel has attempted to bridge the digital divide in its Bangalore based platform definition center with the Classmate PC. Conceived in 2005 and brought to market a year later, the techies used their prowess to cut down the size of the laptop and yet retain all its features. "After extensive ethnographic research in the education domain, we came up with this innovation in the education space, which later created a whole new genre of products called Netbooks," says Ajit Singh, Director - Emerging Market Platform Group, Intel, and one of the six members of the Classmate PC innovation team. Now, 5 years after, whe can see how important has became the netbook and we must keep in mind that it was initially developed due to ethnographic research.
Taken from: http://www.research.ibm.com/irl/innovationatindia.html
The second case is about doing ethnographic research not in another culture or country but just in a specific sector of the market. The research design of the William Wrigley Jr. Company, Chicago, for its new “5” gum, demonstrates how ethnography can be the GPS of new-product exploration. The company sent 10 scientists, engineers and marketers to spend time with teens and young adults who represent their primary target demographic. The observers discovered, among other findings, that the image-conscious gum-chewers wanted a resealable package with style that would look good on the table next to their iPods (Fast Company, Oct. 2007; 71-72).
Taken from: http://www.foodproductdesign.com/articles/2008/04/ethnographic-research.aspx
The first case takes place in India.Thanks to the ethnographic research chipmaker Intel has attempted to bridge the digital divide in its Bangalore based platform definition center with the Classmate PC. Conceived in 2005 and brought to market a year later, the techies used their prowess to cut down the size of the laptop and yet retain all its features. "After extensive ethnographic research in the education domain, we came up with this innovation in the education space, which later created a whole new genre of products called Netbooks," says Ajit Singh, Director - Emerging Market Platform Group, Intel, and one of the six members of the Classmate PC innovation team. Now, 5 years after, whe can see how important has became the netbook and we must keep in mind that it was initially developed due to ethnographic research.
Taken from: http://www.research.ibm.com/irl/innovationatindia.html
The second case is about doing ethnographic research not in another culture or country but just in a specific sector of the market. The research design of the William Wrigley Jr. Company, Chicago, for its new “5” gum, demonstrates how ethnography can be the GPS of new-product exploration. The company sent 10 scientists, engineers and marketers to spend time with teens and young adults who represent their primary target demographic. The observers discovered, among other findings, that the image-conscious gum-chewers wanted a resealable package with style that would look good on the table next to their iPods (Fast Company, Oct. 2007; 71-72).
Taken from: http://www.foodproductdesign.com/articles/2008/04/ethnographic-research.aspx
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