4. I Phone 6
• 4.7-inch screen, 50% faster than original,
“selfie” improved
Abigail Del Sol Professor
Klinkowstein
5. I Phone 6 Plus
• 5.5-inch screen, 25 % faster than 5s
Abigail Del Sol Professor
Klinkowstein
6. Apple Smartwatch
• Pink Blue White, GPS, Wifi, touchscreen,
Starwood hotels
Abigail Del Sol Professor
Klinkowstein
7. Setting / Activity for Ethnographic
Observation
• These new devices can be viewed around
campus at Hofstra University.
Abigail Del Sol Professor
Klinkowstein
8. Ethnographic Research, male at Hofstra
University with white and silver IPhone 6
Abigail Del Sol Professor
Klinkowstein
13. Ethnographic Research Observations
• Hofstra student feeling slightly pressured to
compliment his new Iphone saying that the
screen quality is well.
Abigail Del Sol Professor
Klinkowstein
14. Ethnographic Research Observations
• 19 year old who informed me that he waited
outside of the Apple store in Connecticut.
Seemed to know about all of the new features
and enjoys the improvement.
Abigail Del Sol Professor
Klinkowstein
15. Ethnographic Research Observations
• Male at Hofstra who believes that the new
phone is nothing to special, and slighty
oversized. His mother send it to him, does not
seem interested.
Abigail Del Sol Professor
Klinkowstein
16. Ethnographic Research Observations
• Mid aged female at Hofstra who said with
force that “its all the same thing” and that
maybe she would get it if “they came out with
something different that would appeal to
me”.
Abigail Del Sol Professor
Klinkowstein
17. Ethnographic Research Observations
• Male at Hofstra who is pleased with his new
iphone, but said that he only got it because
the Apple company gave it a lot of hype.
Abigail Del Sol Professor
Klinkowstein
18. Ethnographic Research Observations
• Female at Hofstra who recently cracked her
new iphone, not really impressed with the
quality of the phone.
Abigail Del Sol Professor
Klinkowstein
19. Ethnographic Research Findings
• I found out through talking with a lot of
people and listening to their opinions that the
IPhone is getting too much credit and is not
that special. About 85% of the people I spoke
to without it say say that they believe its all
"hype". And the majority of the people who
have it liked it so far. I would think they do
because they purchased it within the first
month of release.
Abigail Del Sol Professor
Klinkowstein
20. Ethnographic Research Proposal
Inventing an almost identical phone to the
IPhone 6. Same shape, size, texture, but made
by another brand than Apple.
Abigail Del Sol Professor
Klinkowstein
21. Ethnographic Research Proposal
Improving the battery life that most people
complain about and creating a screen that is
completely shatter proof and waterproof, while
keeping the same look Apple designed.
Abigail Del Sol Professor
Klinkowstein
22. Ethnographic Research Proposal
Providing a product that is identical to the must
have IPhone but with even better qualities, and
testing out if a buyer would rather purchase it
over the well-known Apple brand.
Abigail Del Sol Professor
Klinkowstein
23. Tagline Study:
Tagline Research
1. Good to the last drop- Maxwell House
2. Reach out and touch someone- AT&T
3. Let your fingers do the walking- Yellow Pages
Abigail Del Sol Professor
Klinkowstein