8. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
9. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
10. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
11. Ashley Chermak! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
12. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
13. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
14. Ashley Chermak! ! ! ! Professor Klinkowstein!
Ethnographic Research, Students
at Starbucks
15. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research
Observations
• Studying is ubiquitous in a Starbucks
environment
16. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research
Observations
• Products advertised at ordering counter to
subconsciously make the client want more
Starbucks
17. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research
Observations
• The epitome of multi-tasking (drinking,
talking, laughing, looking at products)
18. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research
Observations
• Extensive drink options and sizes
19. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research
Observations
• Long lines all throughout the day
20. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Research
Findings
• People use Starbucks as a way to
accomplish multiple tasks on their agenda
21. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
TSA Checkpoint Evolution for
Transportation and Security Administration
• Reconfiguring airport security and produces
22. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
TSA Checkpoint Evolution for
Transportation and Security Administration
• Create peaceful environment that protrude hostile
behavior
23. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
TSA Checkpoint Evolution for
Transportation and Security Administration
• Allow for a more cooperative and understanding
relationship between passengers and TSA officials
24. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Ethnographic Research – Who are the
users? How do they operate within our
culture?
• Focus on gathering needs and wants from
each individual
25. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Ethnographic Research – Who are the
users? How do they operate within our
culture?
• Divert from the marketing approach to research
26. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Ethnographic Research – Who are the
users? How do they operate within our
culture?
• Used as a method to understand the culture better
27. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing
Ethnographic Interpretations to Reveal
More Meaningful Opportunities for Design
• Interpreting and improving forms of ethnographic
research
28. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing
Ethnographic Interpretations to Reveal
More Meaningful Opportunities for Design
• Act as a way to benefit those in the economic and
social network
29. Ashley Chermak! ! Professor Klinkowstein!
Ethnographic Reading Summary
Going Deeper, Seeing Further: Enhancing
Ethnographic Interpretations to Reveal
More Meaningful Opportunities for Design
• Shows detailed ways how corporate ethonography
is a positive direction to go
30. Ashley Chermak! ! Professor Klinkowstein!
Proposal for an Innovative Business
Using advanced biorobotics, interactive
servers replace baristas.
31. Ashley Chermak! ! !Professor Klinkowstein!
Proposal for an Innovative Business
Customer orders will be taken and made by
such robots’ computerized technology.
32. Ashley Chermak! ! !Professor Klinkowstein!
Proposal for an Innovative Business
Improvements in the accuracy of orders and correct
spelling of each customers’ name will be ensured in the
process.
33. Ashley Chermak! ! !Professor Klinkowstein!
Tagline Research
• Burger King
- It just tastes better
• Lays – Betcha can’t eat just one
• All-State – Are you in good hands?
34. Ashley Chermak! ! !Professor Klinkowstein!
New Taglines
• Betcha can’t drink just one
• Are you in Starbucks hands?
• Robots do it better