57: AnthroNews: EmpFresnoState Blog

14 04 2009

[The following is from the blog of the Anthropology, Engineering, and Entrepreneurship]

TOURING WITH THE BAND
by Dalitso Ruwe
Have to admit, I felt it was going to be a daunting task when I was asked to coordinate a design workshop for our potential target audience for our product. Sure the folks at IDEO made it look easy when we watched their video in class but things often are different in reality than what we see on the screen. Nevertheless, I welcomed the challenge as an aspiring Social Scientist/Entrepreneur.
Using ethnography techniques I have been exposed to in class, Dr. Delcore and I were able to come up with three ideal prompts for our pilot workshop. For the first workshop we solicited eight local musicians who are pretty well established in town and have been acquainted with each other either through a mutual friend or played at the same venue. As the attendees began to come in and converse about various projects they are all working on, I began to realize that whichever marketing guru ever said “Your customers don’t know what they want” must have been in a closed room working as a “lone genius” trying to come up with the next best marketing idea. Listening to the conversation going on in the room it was apparent that no one knows more about your product than your customers who interact with the product on a daily basis and often cover up their frustration with the products by finding innovative ways to supplement what the original product lacks or go buy a different product.

http://empfresnostate.wordpress.com/2009/03/12/49/


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