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Approaches to Ethnographic Opportunity Analysis

We were recently invited to speak to a class of entrepreneurship students about how anthropology can help students of innovation add value to things.  We suggested the following:

OBJECTIVE: To equip you with a set of inductive observation and analysis tools you can use to improve your entrepreneurship skills.

METHOD: Introducing you to “the ethnographic method” through a explanation of what we call, “ethnographic opportunity analysis”.

BACKGROUND: This approach builds upon “the ethnographic method“, “induction“, design generally and “design anthropology”.

More detailed background can be found in the following articles:

Jon Kolko’s sold out book has a great chapter on Interaction Design here

A article from Interactive Design that I’m still tracking down http://www.tii.se/reform/inthemaking/files/p1.pdf

SELECTIVE ETHNOGRAPHIC ANALYSIS: Qualitative Modeling For Work Place Ethnography by Maarten Sierhuis

ASSIGNMENT : 1) Conduct some sort of “inductive observation”, 2) analyze your notes, then 3) expand those notes into a brief report about what you found.

DESCRIPTION: Rather than looking into a completely innovative idea (service or product), the goal is to observe something that already works; observe it in great detail; then begin to understand it in such detail that you can make concrete suggestions about improving it.  In other words, rather than looking for how consumers COULD use a NEW service/product, the goal is to observe how consumers DO use a EXISTING service/product with the intention of looking for opportunities to improve or “add value” to that experience.

ACTIVITY:

1. Find a routine, taken-for-granted task/service/product,

2. “Hang out” and “thickly describe” it in a notebook,

3. Suggest some sort of innovation that will add value to it.