The document discusses ethnographic research methods used to understand consumer behavior and needs. It describes observing a university start-up club meeting where leaders discussed projects, there was some conflict, and members had their own computers but a shared space would be useful. Interviews with club members aim to understand their needs and desires to improve participation in start-up projects. Main findings indicate a need for members in all fields and more consistent participation, as well as additional whiteboards for groups to share ideas.

1. Going Deeper, Seeing Further…
Companies have studied demand necessities, but
ethnographic research focuses on consumer.
Mauricio ZambranoDesign, Business & Innovation

2. Going Deeper, Seeing Further…
Corporate ethnography is based more on identity of
consumer than functionality of the product.
Mauricio ZambranoDesign, Business & Innovation

3. Going Deeper, Seeing Further…
The context of the questions made for the product are
zoomed out to interpret better the process.
Mauricio ZambranoDesign, Business & Innovation

4. Going Deeper, Seeing Further…
People behavior is studied in a personal manner to
understand their necessities, then overlapped as a group.
Mauricio ZambranoDesign, Business & Innovation

5. Going Deeper, Seeing Further…
Analogy is used to have similar cases compared to the
current, having a wide context as a result.
Mauricio ZambranoDesign, Business & Innovation

6. -The club uses the whiteboard in order to clarify ideas.
Mauricio ZambranoDesign, Business & Innovation
Ethnographic Research, Discussion in the
Hofstra University Start-ups Club

7. -One of the 5 leaders talked the most, however, every leader participated
at some point.
Mauricio ZambranoDesign, Business & Innovation
Ethnographic Research, Discussion in the
Hofstra University Start-ups Club

8. -The leaders of the club gathered in the same area (at front of the projector)
Mauricio ZambranoDesign, Business & Innovation
Ethnographic Research, Discussion in the
Hofstra University Start-ups Club

9. Ethnographic Research, Discussion in the
Hofstra University Start-ups Club
-There were 3 projectors in the room for everyone to watch
the material being shown closely
Mauricio ZambranoDesign, Business & Innovation

10. Ethnographic Research Observations
-There was a conflict between two leaders throughout the
meeting.
Mauricio ZambranoDesign, Business & Innovation

11. Ethnographic Research Observations
-Almost every member of the club had a beverage.
Mauricio ZambranoDesign, Business & Innovation

12. Ethnographic Research Observations
-The room is divided in 3 tables for the students to sit in.
Mauricio ZambranoDesign, Business & Innovation

13. Ethnographic Research Findings
-In order to work correctly, every member needs to bring their own
computer to work on their start-up projects.
A way to satisfy everyone at the same time would be useful.
Mauricio ZambranoDesign, Business & Innovation

14. Interviewing Humans
-The goal of interviewing is to discover the user’s needs and desires and
how they would use the outcome of the project.
Mauricio ZambranoDesign, Business & Innovation

15. Interviewing Humans
-Prepare for the interview by creating a guide including goal of study,
context of subject of interview, warm-up questions and primary questions.
Mauricio ZambranoDesign, Business & Innovation

16. Interviewing Humans
-Interview consists of three components: Introduction, Body and
Conclusion.
Mauricio ZambranoDesign, Business & Innovation

17. Interviewing Humans
-Conduct interview effectively by making subject comfortable, staying
calm, listening subject and listening to specific details.
Mauricio ZambranoDesign, Business & Innovation

18. Interviewing Humans
-Evaluate subject’s behavior patterns, language, needs and priorities, and
mental models in order to find needs and desires.
Mauricio ZambranoDesign, Business & Innovation

19. Interview Guide
Open general
-Introduction and explanation
of goal of interview.
-Name, major and year of
study?
-What do you like about
HUSU?
Mauricio ZambranoDesign, Business & Innovation
Then go deep
-Why is it important to get
connections in the club?
-Do you have experience in
entrepeneurship?
-Tell me more about it…
-I would like to know more
about the club itself
(specifically looking for needs
and desires)

20. Edited Interview
https://www.youtube.com/watch?v=ce_bRomGGxw
Mauricio ZambranoDesign, Business & Innovation

21. Interview Findings
The main problem in the club is the scarcity of members that satisfy all the
work fields and their participation in start-up projects.
Mauricio ZambranoDesign, Business & Innovation

22. Interview Findings
Another need is more whiteboards for each member, in order to explain
their ideas to their individual group.
Mauricio ZambranoDesign, Business & Innovation