Ducker Worldwide's Dr. Amy Goldmacher Examines How Anthropology Provides Opportunities for Innovation
May 08, 2012
Anthropology for Innovation Opportunities
Dr. Amy Goldmacher
Getting innovation right is a challenging proposition. To respond to changes in markets, customers and demands, businesses feel increasing pressure to innovate their products and services. Methodologies for innovation include those for finding unknown and unmet opportunities, which often come from examining end-user contexts and seeing the world from the customers’ perspectives. Finding the unarticulated needs and the underlying beliefs and values of consumers yields insights for product development and solutions that resonate with end users. Ethnographic techniques excel at uncovering the social, cultural and emotional forces behind participant answers. However, ethnography is a relatively new and innovative strategy in market research.
I am currently employed as a Senior Market Analyst at Ducker Worldwide, a 50-year-old market research firm driven to achieve our clients’ most ambitious growth goals through custom market intelligence, strategic consulting, and financial advisory services. Coming to a market research company with an anthropology background, I was excited to bring qualitative and ethnographic methods to help clients solve business problems.