Clip #$4$: Ziba $($Portland$,$ Oregon$)$ Ziba is a design consultancy, in which social

anthropologists and cultural ethnographers work with companies such as Sirius Radio.

Running Time: $4$:$31$

Video Summary ZIBA is one of a new breed of consultancies whose sole purpose is to

help corporations better understand customer needs and turn that understanding into

ground$-$breaking new products. ZIBA$$s novel process for developing successful new

products begins with the customer. The firm$$s novel approach to market research utilizes

the likes of social anthropologists and cultural ethnographers get to the heart of what

makes consumers tick. ZIBA$$s unique approach has earned it contracts with major

corporations ranging from P&G and KitchenAid to Logitech, Microsoft, and Intel, as

well as a variety of small start$-$up companies. The film clip doesn$$t provide much detail,

however, and although it mentions Sirius radio, it$$s not necessarily a $$high$-$tech$$ focus.

The examples in this video represent evidence of how ZIBA uses information gathered

from customers to make marketing decisions. ZIBA focused on gathering information

from the customer in order to understand them. Then, it created the Portland Waterfront

experience, the Sirius satellite radio, the squeegee, and others. A nice phrase in the video

is the idea that the company tries to be an $$archeologist of the future.$$ Visit the ZIBA

website at www$.$ziba.com to create a more complete portfolio of examples of ZIBA

design. Particular attention should be given to ZIBAs unorthodox approach and the

outcomes that result from such.

$1.$ What are the similarities$/$differences between the ZIBA and IDEO approaches?

$2.$ Discuss the various ways that ZIBA$$s process embodies a customer orientation.

$3.$ What are some of the key aspects of $$design thinking$$ highlighted in the video?$$