1. Kaitlyn Shire Professor Klinkowstein
Selected Business Article:
What the sleep doctors won’t tell you
http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter
6. Kaitlyn Shire Professor Klinkowstein
Setting / Activity for Ethnographic
Observation:
Students preparing for exams
7. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
8. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
9. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
10. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
11. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
12. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
13. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research, tired students at the gym in the morning.
14. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research Observations
• Most people at the gym in the
morning are tired even before
their workout.
15. Kaitlyn Shire Professor Klinkowsetin
Ethnographic Research Observations
• I witnessed people walking into
the gym yawning and looking as if
they just woke up.
16. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research Observations
• After people at the gym finished
running, many grabbed their
water bottle to rehydrate before
moving on.
17. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research Observations
• Many people chose to sit on the
chairs outside of the work out
area before walking home.
18. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research Observations
• Almost everyone walking out
was sweaty and partially out of
breath.
19. Kaitlyn Shire Professor Klinkowstein
Ethnographic Research Findings
• Before and after working out,
people appear to be tired.
20. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
IDEO TSA Project
• IDEO had to make airport check
points a calmer environment for
passengers to make potential
threats stand out.
21. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
IDEO TSA Project
• A training system was designed for
TSO’s to emphasize the study of
human behaviors
22. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
IDEO TSA Project
• TSA was designed to help us never
forget 9/11.
23. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research- Who are
the users?
• Ethnographic research is
essential to the design research
process.
24. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research- Who are
the users?
• IDEO observed and interviewed
passengers at TSA to have a better
understanding of the culture.
25. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research- Who are
the users?
• The findings led IDEO to change
the physical layout of the airport
and lobby.
26. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
Going Deeper, Seeing Further
• Ethnographic researchers need to
look for less obvious ways to
inform our thinking.
27. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
Going Deeper, Seeing Further
• By listening to people interact,
watch their behavior, and study
their culture we see the world the
way they do.
28. Kaitlyn Shire Professor Klinkowstein
Ethnographic Reading Summary
Going Deeper, Seeing Further
• Ethnographic research must keep
evolving as we do, because as
people change, so do their
needs.
29. Kaitlyn Shire Professor Klinkowstein
Tagline Research
• “Coca-Cola refreshes you best.”
Coca-Cola
• “Share moments. Share life”-
Kodak
• “Eat fresh”- Subway
