Ethnography and IoT: Help Shape Relationships between Humans and Machines in 2016
by SUZANNE CURRIE (GE Digital) & CHRIS MASSOT (Claro Partners), EPIC2015 Salon Hosts IoT (the Internet of Things) took center stage at CES last January. Many watchers of the giant Consumer Electronics Show opined the array of new products entering this space (many aimed at mainstream consumers) was the main story from Las Vegas this year. Rewind a few months earlier to EPIC2015 in São Paulo, Brazil, and twenty-five ethnographers are sitting together in a room to consider how IoT fits with human behavior (and how our discipline can forge a better fit). This was EPIC’s Ethnography & IoT Salon, where attendees explored the question: With sensors being placed seemingly everywhere (including our bodies) allowing ‘things’ to ‘talk’ to each other, what sustained benefits do these measures provide? One Salon participant noted that so far, “Billions of dollars are being spent on IoT efforts that don’t make sense.” We think the issues uncovered in São Paulo are core to the growth of the IoT industry sub-field for this...
Bridging the Gap between Ethnographic Practice and Business
by CHRIS MASSOT, Partner, Claro Partners At this year’s Consumer Electronics Show in Las Vegas, I was enjoying a salad with a technology executive, in your typical CES “let’s grab a quick lunch in between two meetings that are only one hotel but somehow one hour apart from each other”. The executive was describing all the research that his company has conducted over the past year or two, when in between hurried bites he said flatly: “We are awash in data”. He then took a bite, gave a little shrug and a look that was either an ask for help or an indication that all this eating on the run was giving him indigestion. If there is one thing I hear out in the world of driving innovation and new product, service and experience development, it’s this: companies are good at generating research. They don’t need more data. It’s easy for companies to commission research and receive piles of reports and insights that end up on the “what now?” pile. What they need is to understand what the information means, and what...