The article I read was titled “Human behavior: the key to future tech developments” and was about researchers in the field of digital ethnography. People in the emerging field of digital ethnography are trained to study and watch how people in a society live, and more importantly analyze their need for technology. Digital ethnographers often work with companies in order to figure out what the designers need to do to best fit the needs of certain people. Companies such as Microsoft have taken advantage of the work of digital ethnographers in order to expand their market. For example, studies of digital ethnography in rural India led to Microsoft’s creation of Multi-touch technology in order to suit the needs of India. Nokia has also taken advantage ethnographic research by recognizing people in India’s need for a phone with a flashlight, that was dust-proof, and had long battery life due to lack of power in many areas. By using research of the needs of certain people, Nokia was able to create one of the top-sellers of all time in consumer electronics history.
The research done by companies, such as Microsoft and Nokia, relates to the information technology component customer relation management. By figuring out the needs of the customer, these companies were better able to create products that were more useful to their clients. Both of these companies first analyzed the needs of a specific area, India in this case. Then by accommodating these needs they created a high-selling product. Both companies used research to determine who was buying a particular product and why they were buying it. By answering these questions through customer relation management techniques, these companies were able to better suit the needs of their clients and in-turn, create a stronger business.
I strongly support the research and information technology used in the field of digital ethnography, coupled with customer relations management. As a customer of companies like Microsoft and Nokia, I am directly benefitted by their decisions to improve their services to customers. The more research that is done by companies, the better their products can be in the end; in-turn, when these products are improved, the customer becomes happier as a result of a better product. The only downside to digital ethnographic research could be the invasion of privacy it may cause. Research is constantly done in this field and at times it could breach comfort zones of its subject. All-in-all I do not believe this to be a substantial issue, and the benefit in the end of better technology and support outweighs this potential issue.
The research mentioned in this article was done particularly in the developing world. According to the article, the market for cell phones in particular has been saturated in developed countries such as the United States; by targeting countries with a smaller market which have the arising need for this technology, companies are able to expand the market from a local market to a global market. By doing digital ethnographic research these companies can analyze the needs of these developing countries and cater to their needs directly. The customer relations management technique of ethnographic research is a vital component to every business and had an overall positive outcome for both the company and the customer.
I also think that this ethnographic research is important attribute to any business. The practice of being tuned into the needs of the customer and giving them exactly the product they're looking for is one that will lead any company, no matter what product of service they promote, toward success. I also think that focusing this research in the less technologically developed areas of the world is a good idea because there must be some reason why they don't have current technology. There must be some necessary feature or attribute lacking that, when incorporated, will lead to the growth of technology in that specific area. Ethnographic research helps to find these features.
ReplyDeleteAfter taking Cultural Anthropology, I find this article to be very intriguing because I would never imagine using ethnographic research to improve IT. I realize that technology is crucial in the field of digital ethnography. By using technologies such as camcorders and cameras, researchers are able to strengthen the documentation in their field studies by having a visually representation of the society being studied. Now, it seems as though ethnography and IT complement each other. Ethnographic research is a great way to help diminish the cultural barrier. Now, companies like Nokia are able to understand the specific needs of the different areas they are selling to. This will improve the relationship between the customers and the businesses and the IT market as a whole.
ReplyDeleteIt is very important that companies such as Microsoft and Nokia use digital ethnography in order to better market products to the special needs of certain populations. When innovating technology it is important for companies to keep in mind who they are marketing to and what their needs might be. Studying different people and their behaviors is an excellent way to analyze what innovations are the most necessary. In economic terms this will increase quantity demanded because the needs of a certain population are met by a specific technology which will increase the demand for this product. This research technique is vital to any business because the customers needs are met by this specific advancement.LIke Alexandra said previously, this research technique really helps to eliminate cultural barriers because the needs of different populations are met because of digital enthography. This is an excellent use of information technology connecting companies to the needs of the consumer.
ReplyDeleteThis is a very interesting subject to me, since before this semester technology and its development meant little. I never thought of products as being created for people, but rather people adapted to changing technology and ways of doing things. I always thought, also, that technology catered younger generations and was very difficult for any older generation to figure out. My opinion on the matter, therefore, is that this field of study is very important in our face paced, demand filled lifestyle. Companies that make life easier and more productive at the same time will benefit especially from such a field.
ReplyDeleteIt's very interesting to see the development of digital ethnography and how will companies adapt to and have it play a larger role in its company. Relating to the example of Nokia creating a flashlight in response to India's demand of a flashlight, it's essential for all companies in today's world to study and analyze the different behaviors of people in different areas of the world and respond to their needs, because it is an automatic benefit to the company and will make them very successful. One of the most significant advantages of using digital ethnography, like Nick mentions in his article, is the customer relation management; what good is a company's product if no one is going to buy it? So through digital ethnography, creating products that are most desired and needed by a group of people in a specific area will benefit the company tremendously.
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