Customer Anthropology

For fun and profit Matt Beaudet [email protected]

Oct. 8, 2013

What is customer Anthropology?

User Centered Innovation Customer Focused Innovation User Research User Centered Design Participatory Design Field Study based Design “Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate”

What I did before Tali Qubit 2.0

Countess Qubit Safe Imager SYBR Safe Microarray Kits Panomer Products ULYSIS Labeling Kits Oligo labeling kits SYBR Gold Hired

Realized the customer mattered

IDEO Thoughtless Acts? Observations on Intuitive Design The Art of Innovation ABC Nightline – IDEO Shopping Cart

What I do now CEO - Early stage startup - Spin-out from UO - Disruptive drug discover platform Board President - Tech Incubator - Eugene based - IT, Gaming, Brewing, Biotechnology space and equipment Consultant - Customer Anthropology - Innovation Guidance - Sales Support

Today • Understand you customer!

• Knowing your customer is a never ending iterative process • Prototyping is the easiest (and cheapest) way to understand your customer • Customer anthropology makes you faster and gives you a distinct edge

Why is this important?

“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate”

Why is this important?

Linear methodology

Linear methodology

Linear methodology

Linear methodology

Horror stories

Iterative methodology

Iterative methodology

Iterative methodology

Who is the customer?

“Customer Anthropology is a set of tools that can allow you to understand your customer, test your assumptions, and innovate” • Have a clear understanding of who your customer is and what you want to get/understand from them

Science Driven

Customer persona framework • • • Trust data Rely on scientific journals for education Somewhat snobby

“Altruists” Public Institutions

• • • Trust their gut Rely on scientific meetings for education Bold and Brash

“Hot Shots” Ego Driven

• • •

“Lab Rats”

Trust process Rely on training for education 9-5 worker

Private Institutions “Climbers”

• Will try something new if it will give them an advantage • Relies on 1:1 meetings for • education Aggressive

What are the tools?

Observational Tools

Prototype Tools

This can (and should) be applied everywhere • • • Bossman Straightforward Scientific

Vision hemocytometer

• • • Corporate Man Strategy Product line placement

iCounter

• • • “Real customer” Branding savvy Value of cognitive dissonance

Countess Duchess

What are the tools?

Iterative prototyping

Interview/Survey Tools

Q&A?

• What is the best way to prototype my product/project?

• How can I make time for this when I am running flat-out already?

• Is IDEO as cool as everyone says it is?

• What is the biggest way to screw up customer anthropology?

• Are some people better at this than others?

• What is cognitive dissonance again?

• • 48hr crash coarse in startups UO Student - $39/weekend • • Incubator space and community mentoring Tuesday open night 4-7

Memoto / Narrative

What are the tools?