The document discusses research conducted on a dance class called TrancenDANCE. Ethnographic research methods were used, including observation of classes, interviews with students, and peer-to-peer documentation. Findings included that the choreographer struggled to remember routines without writing them down, students felt they needed a bigger practice space, and some students had to quit due to the monthly fee conflicting with college costs. Desk research found that keeping mentally active may help memory, college fees burden students, and saving for college is challenging. An infographic was created about making improvements to better serve members.

1. “Going Deeper, Seeing Further...”
- Many companies have started to use ethnography as a way
to improve there company
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2. “Going Deeper, Seeing Further...”
- Zooming out and taking a look at the bigger picture was one
strategy of observing consumers.
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3. “Going Deeper, Seeing Further...”
- Observing extreme people and analogous cases gave a
different perspective to companies.
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4. “Going Deeper, Seeing Further...”
- Involving consumers with the company was a open up the
process to the consumers.
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5. “Going Deeper, Seeing Further...”
-Using ethnography will hopefully be beneficial for everyone.
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6. Ethnographic research
- TrancenDANCE observation
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7. Ethnographic research
- TrancenDANCE observation
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8. Ethnographic research
- TrancenDANCE observation
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9. Ethnographic research
- TrancenDANCE observation
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10. Ethnographic research
- TrancenDANCE observation
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11. Ethnographic research
- Two different girls taught the class
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12. Ethnographic research
- One of the teachers struggled to remember her own
choreography
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13. Ethnographic research
- Some of the people could pick up the choreography faster
than others
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14. Ethnographic research findings
- Choreographer could write down the steps so she does not
forget it when she is teaching
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15. “Interviewing Humans”
-Be prepared, create an interview guide to stay on topic and
get all the information you need
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16. “Interviewing Humans”
-An interview has three acts: the introduction and warm-up,
the body of the interview, and the conclusion
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17. “Interviewing Humans”
-When conducting the interview make sure that the participant
feels comfortable
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18. “Interviewing Humans”
-Let them talk most of the time. You are interviewing them so
do not start talking about yourself.
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19. “Interviewing Humans”
-After the interview look for themes and be sure to use the
language and terms of the person you interviewed to
represent there answers better.
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20. Interview Guide
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21. Edited Interview
- https://youtu.be/LFh9NcneDlo
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22. Interview Findings
- Both girls enjoy TrancenDANCE but feels that they need a
bigger space to practice
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23. Peer to Peer Documentation
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24. Peer to Peer Documentation
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25. Peer to Peer Documentation
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26. Peer to Peer Documentation
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27. Peer to Peer Documentation
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28. Peer to Peer Documentation Findings
- Needs more time to rehearse
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29. Peer to Peer Documentation Findings
- Could cost less money
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30. Desk Research, Business Sites
- “Keeping Mentally Busy Tied to Less Memory Loss”
- One of the choreographer kept forgetting her choreography
as she was teaching it
- http://www.reuters.com/article/us-keeping-mentally-busy-idUSBRE96218320130703
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31. Desk Research, Business Sites
- “Make Colleges Pay Loans If Their Students Can’t”
- Two girls quit trancenDANCE because there is a monthly
fee of ten dollars which is to much for them now that they are
in college
- https://www.bloomberg.com/view/articles/2016-10-06/make-colleges-pay-loans-if-their-graduates-
can-t
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32. Desk Research, Business Sites
- “For Millennials, Adulthood Now Defined by Financial
Freedom”
- College costs a lot of money and some students have extra
money to spare to a club
-http://www.reuters.com/article/us-column-money-adulthood-idUSKCN12A27L
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33. Desk Research, Business Sites
- “Is Anybody Helping Millennials Navigate Their Student
Loans?”
- College students are having issues with money as college
is so expensive
-http://www.bloomberg.com/news/articles/2016-10-13/the-people-there-to-help-with-student-loans-are-
less-than-helpful
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34. Desk Research, Business Sites
- “Saving for college? Why bank accounts aren't smart”
- Many college students struggle with money
- http://www.reuters.com/article/us-education-college-savings-idUSKCN11Y078
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35. Infographic Elements
-College clubs, space for meetings, fundraising, jobs for
students, and fits all members.
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36. Infographic Sketches
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37. Infographic Sketches
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38. Infographic Sketches
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39. Final Infographic
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