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Noteworthy: BusinessWeek
shines spotlight on growth BusinessWeek magazine published a lengthy feature June 5, 2006, about ethnography and anthropology's increasing acceptance in the corporate world. "The science of desire" discussed how anthropologists are frequently finding their way onto teams with designer and engineers to research and develop new products at various companies. The article specifies several examples. "All these brainstorms [of newly developed products and amenities by Sirius Satellite Radio, Marriott International Inc. and Intel Corp.] happened with the guidance of ethnographers, a species of anthropologist who can, among other things, identify what's missing in people's lives - the perfect cell phone, home appliance, or piece of furniture - and work with designers and engineers to help dream up products and services to fill those needs," wrote reporter Spencer Ante. The article also outlines three case studies in which ethnography was used by companies to spark innovation. Included in those studies was Intel's expansion beyond its core chip-making business into consumer products. AAA members John Sherry and Genevieve Bell are named in the story. Sherry's contributions toward the creation of Intel's Centrino mobile technology were cited. Bell was mentioned for work she did with engineers in categorizing various technologies. Meanwhile, AAA
member Norman Stolzoff was quoted about
situations where corporations hire anthropologists to back particular business
plans. Stolzoff, who founded the Bellingham, Wash., consulting firm
Ethnographic Insight Inc., discussed his experience working with several
companies that insisted on changing his line of questioning when they
weren't getting the answers they wanted to justify a decision. "There's a
lot of pressure to ratify decisions that are already being made," Stolzoff
was quoted as saying. |
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