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.