Matt Beaudet [email protected] Oct. 8, 2013 For fun and profit Customer Anthropology.

Matt [email protected]

Oct. 8, 2013

For fun and profit

Customer Anthropology

What is customer Anthropology?

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

innovate”

User Centered Innovation

User Research

Customer Focused Innovation

User Centered Design

Participatory Design Field Study based Design

What I did beforeTali

HiredSYBR Gold

Oligo labeling kits

ULYSIS Labeling Kits

Panomer Products

Microarray Kits

SYBR Safe

Safe Imager

Qubit

Countess

Qubit 2.0

Realized the

customer mattered

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IDEO

The Art of Innovation

Thoughtless Acts? Observations on Intuitive Design

ABC Nightline – IDEO Shopping Cart

- Early stage startup- Spin-out from UO- Disruptive drug

discover platform

- Tech Incubator- Eugene based

- IT, Gaming, Brewing, Biotechnology space

and equipment

- Customer Anthropology

- Innovation Guidance- Sales Support

What I do now

CEOBoard

PresidentConsultant

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


innovate”

Why is this important?

Why is this important?

Linear methodology

Horror stories

Iterative methodology


innovate”

Who is the customer?

• Have a clear understanding of who your customer is and what you want to get/understand from them

Customer persona frameworkPublic Institutions

Private Institutions

ScienceDriven

EgoDriven

“Altruists”

“Lab Rats” “Climbers”

“Hot Shots”

• Trust data• Rely on scientific

journals for education• Somewhat snobby

• Trust process• Rely on training for

education• 9-5 worker

• Will try something new if it will give them an advantage

• Relies on 1:1 meetings for education

• Aggressive

• Trust their gut• Rely on scientific

meetings for education• Bold and BrashPeer

recommendationsUnknown

Potential

Competitive

AdvantageEstablished

Protocols

What are the tools?

Observational Tools

Prototype Tools

This can (and should) be applied everywhere

Vision hemocytometer

iCounter

Countess

Duchess

• Bossman• Straightforward• Scientific

• Corporate Man• Strategy• Product line placement

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

What are the tools?

Iterative prototyping

Interview/Survey Tools

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

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 cognitive dissonance again?

•Are some people better at this than others?

• 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?

Matt Beaudet [email protected] Oct. 8, 2013 For fun and profit Customer Anthropology.

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Transcript of Matt Beaudet [email protected] Oct. 8, 2013 For fun and profit Customer Anthropology.