PETER LEVIN

Contributed Articles

Bridging Ethnography and Path-finding Business Opportunities

KEN ANDERSON Intel CorporationPETER LEVIN Intel CorporationBRANDON BARNETT Intel CorporationMARIA BEZAITIS Intel Corporation While ethnography has been integrated into the design research, new product development and corporate strategy, it has been less well integrated into path-finding for new business opportunities. We’ve developed a model for path-finding research that has three core parts: creating a business opportunity hypothesis from social flux, testing and validating the hypothesis, and catalyzing opportunities for the corporation. We provide a case study of how we used the approach around The Data Economy. We highlight three important aspects of the approach: shift of research focus from context to ecosystem; robust action, rather than funnel development for concepts, and present a tool we created called the Business Opportunity Canvas to convey research findings into action. We then highlight the direct implications of this shift for ethnographic projects, from a focus on how knowledge is produced and description of...

Scurvy and the Practice of Insights Research

by PETER LEVIN, Intel Corporation I. Intel recently ran an internal marketing conference, where a research firm shared with us a dozen or so technology trends, each with potential to “disrupt” our business. To narrow down discussion about these trends, we were asked to “vote” on which of these trends we thought were most important. And then we could focus our attention on those. While the conference ended up being interesting (maybe more for the networking than the content), I left wondering things like why voting would matter for determining the consequences of future shifts on our markets. And I left wondering about the kinds of insights work we need to produce in corporate environments and the deep challenges we face in producing those insights. In my previous life as an academic sociologist, insight really means a search for foundational causation and theory. For academics, foundational theory matters so much more than discovering the “next big thing.” Moreover, one can be a successful academic by doing all root-cause...