1. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Selected Business Article
Starbucks Plans New Types of
Coffee Shops
http://money.cnn.com/2014/09/05/news/companies/starbucks-reserve/
index.html?iid=HP_LN

2. Ashley Chermak! ! ! ! ! Professor Klinkowstein!

3. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Summary Points of Article
• Limited brands in new stores

4. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Summary Points of Article
• Drive-thru store in New York

5. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Summary Points of Article
• App to order store products

6. Ashley Chermak! ! ! ! ! Professor Klinkowstein!
Setting / Activity for
Ethnographic Observation
• Students having coffee at Starbucks

7. Ashley Chermak! ! ! ! ! Professor Klinkowstein!

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

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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

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Raw Background Images

36. Ashley Chermak! ! !Professor Klinkowstein!
Blurred Background Images

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Image and Tagline Study
Robots do it better
Ashley Chermak, Professor Klinkowstein
FA014, Tagline Study

38. Ashley Chermak! ! !Professor Klinkowstein!
Infographic Elements
• Scientists and Engineers will work together to create a robot using
computerized technology
• The robot will then take the place of the baristas at the ordering
counter
• The robots will copy and process the customers order and name
• The computerized technology will tell the robot how to make the order
and how to spell the name
• The customers will leave happy with efficient, fast, service

39. Ashley Chermak! ! ! ! ! Professor Klinkowstein!

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42. Ashley Chermak! ! Professor Klinkowstein!
Cafe
Customers
Robot
Knows Customer
Preferences Speaks 30
Languages
Makes Good
Jokes
Happy Customer

43. Ashley Chermak! ! Professor Klinkowstein!