Dominique Desjeux nous raconte une étude anthropologique et son influence sur le lancement d’un nouveau produit de grande consommation en Chine
Check out also his new book: Hidden in Plain Sight: How to Create Extraordinary Products for Tomorrow’s Customers
Check out the video
Une introduction au design thinking
A l’origine de la girolle pour Tête de Moine ou du café encapsulé inventé par Nespresso, le «design thinking» allie efficacité et esthétisme dans un élan qui promet de révolutionner l’avenir industriel. Explications par Xavier Comtesse, directeur romand d’Avenir Suisse
We have developed a method to facilitate the writing of hypothesis behind an ethnographic research.
In order to be able to integrate a new product into their daily life, people need to go through 7 steps. Read more about our 7 step stone methods (in French)
We infer hypothesis about the future usage of a product/service by thinking for each of these seven steps what will help or hinder a potential customer to use the product/service.
Here is the template to do this exercise
When we start a project, we could be tempted to run to the field to start our observations and interviews. But there is a risk to be too fast, namely « shooting next to the target » as one will not have thought through the project goals, what is at stake, etc.
Therefore, we advise to take a couple of hours to write down a project concept. Here is how it could look like.
Recruiting is NEVER easy! Here is an example of a recruitment letter we have used for one of our projects
Without guaranteeing confidentiality, one cannot interview or observe someone. How does an ethnographer secure confidentiality?
Here is an exemple of a confidentiality agreement we have used for a project at the EPFL (polytechnic federal school)