1. The Science of Desire By: Megan Norby & Katherine Pentz

2. Importance of Ethnography What is Ethnography? Customer Orientation Increasing in Popularity o Businesses o Colleges

3. Up Close and Personal Ethnography = Long-term investment Corporate Ethnography Consumer-Centered Society o Ethnography could become core competence

4. Refreshing a Product Marriott hired IDEO to help rethink the hotel experience Field Work Putting results into action o Business-friendly lobbies o Create semi-private space o Self-check in kiosks

5. Cracking Markets GE infiltrating plastic-fiber Industry Jump Associates; Interviews Profound insight; Strategic u-turn  GE shares prototypes with customers

6. Transforming a Culture Intel o Realized need to branch out of chip-making business; more consumer oriented Bristol Bay Fishermen o "Anywhere at work" ; wireless technology Elderly o Device to track meds; medical technology

7. Discussion Questions How big of a role do you feel ethnography plays in getting to know your market? How successful do you think ethnography is at helping a firm get ahead of its competitors?

8. References "The Science of Desire." Bloomberg Businessweek. Bloomberg L.P., 05 June 2006. Web. 16 May 2012..