Color Diagram

Starbucks to Dumb Starbucks:
Don’t use our trademark
http://money.cnn.com/2014/02/10/news/companies/dumb-starbucks/index.html?iid=HP_LN
Amanda Bentley Professor Klinkowstein
Selected Business Article

Research Article
• Dumb Starbucks- parody/art piece
• Used similar name, menu, sizes
• Added “Dumb” before all names

Research Article
• Starbucks could not contact creator
• Emphasized “no affiliation”
• Weighing options, may sue

Ethnographic Research Options
• People drinking/ buying coffee at school
• People at local Starbucks
• People at other local coffee shops

Ethnographic Research
Students were observed alone and in
groups at Café on the Quad and the Library
Café at Hofstra University while purchasing
coffee.

Student at Café on the Quad

• Students at café are mainly alone.
• Everyone is either on a cell phone, laptop,
or doing work.
Ethnographic Research Observations

Students in line at Café on the
Quad to buy coffee.

• No one makes an effort to talk with other
people around them.
• Only voice is boy using an iPad to Skype.
• Music overwhelmingly loud compared to
silence of customers.

• Cold gust of wind from doors, most people
leave jackets on.
• Customers seem uncomfortable, like they
want to leave.
• Most looking out window, avoiding eye
contact with others.

Student looks out window and
wants to leave.

• One girl at window continuously looked out
the window uncomfortably, has book open
in front of her but isn’t really reading.
• Girl at table across from me checking
phone nervously. She has multiple bags
and seems to be waiting for
something/someone.

• Most people who come in are alone and
leave immediately after getting a drink.
• Two people coming in together, a boy and
a girl. The girl is talkative and seems out of
place among the rest of the customers.

• Two new girls sit across from me. Whisper
to each other as though the people who
are not talking will be listening to them.
• Both of these girls stay in their coats. They
are talking but staring at their phones, not
making eye contact.

Student in the Library Café

• Library café is much more quiet.
• More people studying.
• Most listening to headphones.
• Those buying coffee are quick in and out.

Student sits alone and listens to music
in Library Café.

• One girl has papers spread unorganized
across a table and is drinking iced coffee.
• Boy on iPad has headphones in and his
lunch of a burrito bowl taking up much of
his table.
• Not many people buying coffee.

Student does work, listens to
headphones, and drinks coffee.

• A boy and girl are talking to each other and
seem out of place with the others.
• Girl consider skipping class because she is
tired, but goes to order a medium late
instead.
• As soon as the boy leaves, the girl puts on
her headphones.

Ethnographic Research Findings
• Students seemed uncomfortable being alone
• Those who were alone made themselves
look busy with work, headphones, phones,
etc.
• Most seemed easily distracted or impatient,
waiting for something to happen so they
could leave or speak with someone else.

Additional Research
“Patrons would visit their favorite coffeehouses
several times a day to… talk to other coffee
drinkers, both friends and strangers. Some
coffeehouses specialized in discussion of particular
topics, like science, politics, literature or shipping.
As customers moved from one to the
other, information circulated with them.”
http://www.nytimes.com/2013/06/23/opinion/sun
day/social-networking-in-the-
1600s.html?pagewanted=all&_r=0

Additional Research
“Reduced interaction with fellow citizens
probably only reinforces a person’s own
beliefs.”
http://www.economist.com/blogs/democracyi
namerica/2012/09/socialising-america

Additional Research
“If you’re a social person, it means you like
to spend time with other people. But this
definition conflicts with today's concept of
social networking, in which we interact
primarily with screens rather than with
people.”
http://mashable.com/2011/12/22/real-world-
social-networking/

Proposal for an Innovative Business
A space for young professionals to connect
and share creative ideas with others in their
area who they would not otherwise have the
opportunity to meet.

Provides a topic of conversation as well as a
meeting location for motivated individuals to
utilize the networking tool.

A young creative with an idea for a startup
finds a professional partner to enhance their
business plans.

Existing Taglines

Image Research

New Tagline
Innovation at Work

Manipulated Background Image for Tagline

Final Tagline Study

Workings and Output
• Creative individuals
• Use service to connect with others
• Provided topic
• Provided location
• Innovative ideas created
• New network contacts

Diagram Sketches

Final Diagram

Color Diagram

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