1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention,
than any other talent. Isaac Newton: (1642-1727)
Before you enter the store:
Does the store draw you in? If so, how?
1. Lots of parking spots, known cheap items and convenience of being able to buy
everything in one spot.
2. Bright green colors
3. No
4. Only gas station with safe lighting at 2 am
5. Only market area at work since there are no vending machines and we’re not
allowed to leave on break only lunch.
6. Giant coins are fun same for the slot machine imagery on the sign above
Is the door open or closed?
1. Closed
2. Closed
3. Closed
4. Closed
5. Open
6. Closed
How does this make you feel?
It doesn’t make me feel anything; it’s hot in Las Vegas everyone keeps doors and windows
closed to save on air conditioning. The only one with the open door is inside of the office
building at work.
How big is the sign lettering and in what font?
1. Very big san serif and multiple signs one for each opening
2. Very big San Serif
3. Very big Serif
4. Very big Serif
5. None
6. Very big Script

2. What does it tell you about the store?
1. Name and makes it more casual
2. Name, what the store is supposed to have inside and casual
3. More expensive and unique items
4. Ties into the older theme
5. Nothing/na no sign
6. You’re going to spend more here than you expect
Environment:
What is the color scheme of the store? How does this affect you?
1. Blues and yellows, feels a bit childlike
2. Greens, makes it seem more natural and healthier
3. Yellow, the light is very artificial so it feels a bit sickly
4. Red, in a rush
5. Bright, everything is trying to grab your attention so it’s a bit disorientating
6. Red and yellow, everything is trying to get you to notice sale items
What type of floor does the store have? How does this effect the environment?
1. Tile, easier to push carts on
2. Tile, easier to push carts on
3. Tile, easier to push carts on
4. Tile, easy to clean with the dirty feet coming from the pavement
5. Tile easy to clean
6. Some tile, mostly carpet seems to slow you down pushing down the isles
How high is the ceiling? How does this feel?
1. Very high, like a prison
2. Very high, pretty open since there are lots of windows letting light in
3. Very high like a prison
4. Somewhat high, pretty classic
5. Very high, lots of wasted space

3. 6. Very high, like shelves are going to fall
How brightly lit is the store? How does this affect you?
1. Bright but all from artificial light, can’t tell the true color of meats but makes
veggies pop with their color.
2. Very bright, feels natural with all the sunlight coming in
3. Somewhat dim, like the store is not getting enough traffic and they’re not
replacing the blubs like they should.
4. Bright, wakes me up when I have to go inside.
5. Bright but it needs to be bright with all the labels of items you have to read.
How loud is the environment? What is causing the noise?
1. Very loud, it’s like every cart is broken so it rattles and squeeks, ads at tv stations on
the end caps, children running around like it’s some sort of playpen.
2. Not loud can hear the music in the background
3. Not very loud, can hear the water when it starts to spray the veggies and the music of the
store
4. Somewhat loud, slot machines are clanging with their digital sound, ads for loyalty cards
blare inside and out.
5. Not very loud it’s all from the TV’s just outside and everything is warning about the
hurricane.
6. Loud, there are electronics and TVs everywhere
Is there music playing? If so, does it fit the environment?
1. No
2. Yes, somewhat it’s more modern so maybe I’m supposed to feel trendy?
3. Yes, yes
4. In between ad’s, yes
5. No
6. In some areas, no
Is the store warm or cold?
1. Room temperature
2. Cool

4. 3. Room temperature
4. Cool
5. Cold
6. Cold
Is the store crowed with merchandise or is it sparse?
1. Crowded
2. Crowded
3. Crowded
4. Crowded
5. Sparse but that’s because it’s a Sunday
6. Crowded
Does the store have a distinctive smell?
1. No
2. No
3. No
4. Gasoline
5. Burnt popcorn from the break room
6. No
Where is the cash register located?
1. Front of the store
2. Front of the store
3. Front of the store
4. Front of the store
5. Side of the store
6. Front of the store
How visible is the store security?
1. Warning signs and detectors in the entries
2. It’s not
3. Cop walking around the front
4. Cameras pointed at the entrances and monitor for the register
5. Cameras and signs saying you are being watched

5. 6. Can’t leave without someone checking your receipt and detectors at the sides of the
doorways.
How long do you want to stay in this store?
1. I want to get out as soon as possible
2. 30-45 min
3. 15 min
4. 5 min
5. 2 min
6. 60 min
Does the environment influence the perceived value of the merchandise?
1. Yes
2. Yes
3. No
4. Yes
5. Yes
6. Yes
Personnel:
How long does it take before a sales person initiates contact?
1. Greeter before I get to the door then only when I hunt them down to try and find
something and then when the cashier starts ringing up my items.
2. About 20 sec.
3. Once the cashier starts ringing up my items
4. When I walk in the door
5. N/A no person working only a checkout machine
6. As soon as I make eye contact
Does the salesperson have a script to follow with each customer?
1. Yes
2. No
3. Yes

6. 4. No
5. n/a
6. yes
Does the salesperson treat different customers differently?
1. No
2. Yes
3. No
4. No
5. n/a
6. yes
What is the ratio of salespeople to customers?
1. 1/25 that are visible
2. 1/5 but the store isn’t that busy
3. 1/8 Store is dead though
4. 1/2
5. 0/4
6. 1/10
What age and gender are the employees?
1. Mainly older non stockers are female stockers seem to all be male
2. 20’s-50’s Mixed
3. 35-50 mixed
4. 20’s male
5. n/a
6. 18-34 mixed
Are the salespeople using the store products?
1. Yes
2. Yes
3. No
4. Yes

7. 5. n/a
6. No
Do the salespeople have a uniform?
1. Yes
2. Yes
3. Yes
4. Yes
5. n/a
6. No but they do have a dress code
Do the salespeople match the stores image?
1. Yes
2. Yes
3. No
4. Yes
5. n/a
6. No
Products:
What is the first product that you notice?
1. Bread/bakery items
2. Flowers and water
3. Cookies and bakery items
4. Gas
5. Drinks/Soda
6. Sales bins of earbuds
Is there a central display table with featured products?
1. Yes
2. Yes
3. No
4. No

8. 5. No
6. Somewhat
Where are items that are “for sale” located in the store?
1. All over
2. All over
3. All over
4. All over
5. All over
6. All over
How are the products arranged? By function? By price? By color?
1. Function
2. Cuisine and function
3. Cuisine and function
4. Function
5. Type of item drink, snack, food
6. Function
Are there free samples or demonstrations?
1. Yes
2. Yes
3. No
4. No
5. No
6. Yes
What products are at eye level?
1. The name brand ones
2. Commonly purchased items
3. Pricey items
4. Impulse items
5. Everything
6. Impulse and pricey items

9. What items in the store are in the least accessible locations?
1. Generic items, expensive alcohol, tobacco products
2. Items that tend to get stolen
3. Expensive alcohol, tobacco products
4. Tobacco products
5. Dips, tea, hummus with pita chips
6. Expensive items, computers, iproducts, smartphones
Where are the most and least expensive products located?
1. Front of the store
2. Center isle, edge of the store and checkout isle
3. Center of the store, checkout isle
4. Back of the store & behind the register, and of course in the pumps at the front of the
store
5. In the fridge and the jerky stand
6. All over
Are the prices of the products easy to find?
1. Yes
2. Yes
3. Yes
4. Yes
5. No
6. Yes
Are there impulse items near the cash register?
1.
Yes
2. Yes
3. Yes
4. Yes

10. 5. Yes
6. Yes
Customers:
Are most customers alone or with someone else? What is the relationship?
With someone, families
1. Alone
2. Alone
3. Alone
4. Alone
5. Alone
6. With someone, spouse
What is the average age and gender of the customers?
1. 30’s – 70’s, Mixed
2. 20-50 Mixed
3. 30-70 Mixed
4. 16-35 Mixed
5. 20-30 Mixed
6. 18-45 Mixed
When a customer enters the store, do they tend to walk in the same path or direction? –
1. Yes
2. Yes
3. Yes
4. Yes
5. Yes
6. No
How long do customers stay in the store, on average?
1. 60 min
2. 20 min
3. 30 min

11. 4. 5 min
5. 2 min
6. 60 min
Do customer touch the products? Is this encouraged?
1. Yes, Yes
2. Yes, somewhat
3. Yes, somewhat
4. Yes, Yes
5. Yes, Yes
6. Yes, Yes
Do most customers appear to be on a mission or are they browsing?
1. A mission to drive me insane, browsing I guess but mainly drive me insane with their
slow, dirty, lazy, non-parenting, taking up a whole isle to Podunk around ways.
2. Mission
3. Mission
4. Mission
5. Mission
6. Browsing
What percent of customers purchase products in the store?
1. Everyone
2. Everyone
3. Everyone
4. Everyone
5. Everyone except those who realize they don’t have enough on their card and don’t want
to load a $20 into the machine since it will only load onto the card and not give them
change.
6. Everyone
Other Observations:
I loathe going into Wal-Mart, its like parents let their kids do whatever they want running around
pushing people carts running in front of carts. They need to have a daycare to drop the little monsters

12. off at the front of the store so that it doesn’t interrupt the people who want to shop but they won’t
because kids will whine and throw tantrums to get what they want in the store and the parents let them
have their way. When did parents forget how to keep their kids in line? Also when did it become ok to
wear pajama pants out like they’re normal pants? One person looked like they rolled out of bed and
headed to the store, fuzzy slippers and all but they weren’t the only one in pajama pants. KABOOM!
Mind Blown. Do people just not care how they appear anymore? Or is it just because it’s Wal-Mart and
they’re hoping to end up on http://www.peopleofwalmart.com/ ?