The document summarizes observations from a study of 7 different stores. Key observations included that the stores were all large, noisy, and attracted customers inside with offers. The interior environment had consistent branding with colors, high ceilings, playing music, and bright lighting. Stores also had friendly, uniformed personnel and products arranged by function with highlighted deals and visible prices. However, factors like store type, day, or weather could influence the elements observed, and taking pictures was prohibited as the observer drew some suspicion.

1. Observation Exercise
A Crash Course on Creativity – 2012
Cristina Gavrila

2. Content
The material – which places have
1 been analyzed
2 Observations – common elements
between the stores
3 Specifications

3. 1 The material
7 stores
5 types of stores
•supermarkets,
• electronics shop,
• shoes shop,
• fast-food
•clothing store.

4. 2 Observations
A. Before entering the store
They were all:
• big & noisy
• attracting customers insider through
outside offers and panels

5. 2 Observations
B. Environment
The color scheme respected the brand’s colors
The ceiling was very high
Music was playing
The lightning was bright
All the stores were warm and cozy
Security was visible, only at the entrance

6. 2 Observations
C. Personnel
People were friendly and trained
They were all wearing uniforms,
representative for the brand.

7. 2 Observations
D. Products
Products were arranged by function or type
Featured products were highlighted
Prices were easy to find

8. 3 Specifications
Even though some similarities were found, the
type of shop, the day of the week or the weather
outside, can influence all the elements analyzed.

9. 3 Specifications
Pictures were not allowed to be taken in any of
the shops.
People were suspicious about me observing the
store. 