The Jetson Meet the Flintstones

The Jetsons meet the Flintstones How cultural anthropology can feed actionable research to help new technology find its way to the market.

Outline of session contents

New technologies are being developed at a very fast pace but it is increasingly difficult to understand how this can be translated into successful products and services.

As consumers we seem to show contradictory feelings and behaviours towards technology. On one side we feel like the Flintstones, living in the past but constantly projecting into the future, eagerly looking for better quality of life, jumping on everything new provided by the shiny world of technology. On the other side, we live like the Jetsons, struggling to adapt ourselves to a future that runs too fast and clashes with our rooted cultures and habits. In this situation, conventional market research is experiencing increasing difficulties in predicting the success of new tech products in the marketplace.

This paper examines how cultural anthropology can help qualitative researchers and manufacturers explore consumer reactions and experiences with new technology. In addition, it provides actionable recommendations on how to develop and design new products.

In support of this, the authors will also illustrate a case study of a new integrated qualitative research approach undertaken by Whirlpool Europe for the development of a new range of products in the cooking area.

Benefit statement

The paper will illustrate how qualitative research can make an effective and thorough use of the tools provided by cultural anthropology both as actual fieldwork practices and interpretive thinking. In terms of fieldwork methodologies, the paper will examine new techniques - beyond the now widely diffused ethnographic interview - such as effective qualitative use of web panels. In terms of interpretation of learning, the paper will illustrate how the conceptual models from cultural anthropology can be used to: . better frame, interpret and understand consumer reactions and adaptation to technological change; . anticipate changing scenarios for new products development and; . explore how this can be translated into product featuring, design and communication.

The paper will also provide a clear and effective example on how a leading manufacturer can make innovative and successful use of consumer insight to inspire new product development and deliver useful technologies to consumers.

Additional information The presentation of the paper will make extensive use of multimedia techniques such as video clips, visual material from web diaries, virtual product demos, etc. and will aim to be inspiring and entertaining at the same time for the audience.

Speakers sketch for all speakers

Ester Berrozpe holds a Bachelors degree in Economics in Economics and Business Administration. Since June 2006 she is brand Director Food preparation and Built-in, Whirlpool Europe. Before joining Whirlpool in June 2000, she held positions of increasing responsibility in the Marketing area in Wella Group, Sara Lee Group and Paglieri in both Spain and Italy. Frequent speaker at company regional and global conferences, University (business cases, company presentation) and Events (Win Conference, WTA, Press conferences for product presentations...).

Paola Fael holds a degree in Economics and Business Administration. Co-founder of Research Plus in 2004 after having been head of the European Market Research &business intelligence department of Whirlpool for 8 years. She was previously key account for international research at Unilever and managed research projects for various FMCG brands. She is a member of Esomar and has been a speaker at the MRS conference in 1998.

Giuseppe Tonolini is graduated in marketing and co-founded Research Plus in 2004. He was previously market research manager at Whirlpool Europe and brand manager in Eastman Kodak and Carlsberg. He is a specialist moderator and qualitative analyst with strong international experience throughout Europe. Giuseppe is a member of AQR, Esomar. MRS and QRCA.