Thursday, June 22, 2006

Customer Anthropology

In recent articles on business innovation and knowledge management, Canadian David Pollard writes that Customer Anthropology is one of the hottest research and innovation tools in business today. "I prefer the term 'Customer Anthropology' -- the study of your customers' people and behaviours in their 'natural habitat'."

To entrepreneurs he says "As an entrepreneur, deciding which of the millions of potential customers to observe is part of the iterative process of finding the sweet spot where you and your entrepreneurial partners' talents and passions (your Collective Genius) intersects with what there is an unmet need for. The trick is not getting so enamoured with what your Collective Genius could produce that you don't ensure there is a real, unmet need for it."

The articles can be found here and here.

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