1. Amanda Bentley
Professor Klinkowstein
Selected Business Article
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
10. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
11. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
13. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
14. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
15. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
17. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• Library café is much more quiet.
• More people studying.
• Most listening to headphones.
• Those buying coffee are quick in and out.
19. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
21. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• 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.
22. Amanda Bentley
Professor Klinkowstein
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.