This document summarizes an article about Starbucks threatening legal action against "Dumb Starbucks", a parody coffee shop. It then describes a student's ethnographic research on coffee shop behaviors at two on-campus locations. Observations showed most students studying alone, looking busy on phones/laptops, and leaving quickly after buying coffee. They appeared uncomfortable alone and easily distracted, waiting to interact with others.
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Ethnographic Research Draft 3
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
• More people starting to come in.
• Two new girls sit across from me. Whisper to
each other as though the people who are not
talking will be listening to them.
16. Amanda Bentley
Professor Klinkowstein
Ethnographic Research Observations
• Both of these girls stay in their coats. They are
talking but staring at their phones, not making
eye contact.
• They look up at me continuously.
18. 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.
20. 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.
22. 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.
23. 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.