Observation lab assignement

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)
The 6 stores visited are:
1. Hypermarket Cora
2. Bonsai Deco: interior decoration products
3. Mazda: car seller
4. Nine West: shoe store
5. Desigual: clothing store
6. Reserved: clothing store
Before you enter the store:
Does the store draw you in? If so how?
1. Yes, merchandize well organized and low prices
2. Yes, colorful products for decoration with good taste
3. Yes, interested in buying the product after searching on internet
4. Yes, very good quality products
5. Yes, very nice casual cloth, full of color and trendy
6. Yes, office cloth at good prices and in treds
Is the door open or closed?
1. Yes, only gates
2. Yes
3. No
4. Yes
5. Yes
6. Yes
How does this make you feel?
1. Free to go in
2. It makes me interested what is it new
3. Indifferent, I am here to have a drive test and most probably buy a car
4. Attracted inside
5. Attracted inside
6. Welcomed
How big is the sign lettering and in what font?
1. Extremely big – plain and clear font
2. Not very big – a font reminding of Asian writing
3. Big letters to be seen from far away on the street – the font is keeping the one from the logo

2. 4. Normal to small and thin letters – like a discreet appearance
5. Quite big letter for an indoor lettering – the font is bold like making the name more visible
6. Quite big letters for indoor – I guess font Arial and in bold.
What does it tell you about the store?
1. Just to very visible from very far away on the streets
2. Here you can find some Asian tranquility and relaxation
3. Visibility from far away on the streets
4. Let our products that are chic and of high quality speak for ourselves not necessary the
name
5. We gave you cloths that make you bold and dare to wear special trendy colorful casual
cloth
6. We have nice cloth for every day and office needs at good prices
Environment:
What is the color scheme of the store? How does this affect you?
1. Predominantly red like the logo. Makes me more energetic and buy more
2. White, green, pink – creates peacefulness and tranquility
3. Plain white – makes me focus in the product (cars)
4. White and glass – quite cold atmosphere, but highlights the products
5. Dark blue, neon lights, colored lights on the cloths like in a club – makes me think on
some party with friends in a cool club
6. White and black – makes me focus in the products
What type of floor does the store have? How does this effect the environment?
1. Grit stone – looks a little bit cheap, but it is a high volume store with low prices
2. Wood floor – looks cozy and like being at home
3. Grit stone – but of good quality – attention to details
4. Grit stone of very high quality and very tasty – suggests elegancy
5. Parquet – makes you feel like in a club or on a terrace on holiday
6. Grit stone – of good quality, indiferent
How high is the ceiling? How does this feel?
1. Very very high ceiling – like outdoor
2. Quite high ceiling – spacious
3. High ceiling – not very important
4. High ceiling – not important
5. High ceiling with colored cloth – special light effects
6. Very high ceiling - indiferent
How brightly lit is the store? How does this affect you?
1. Very bright – so you can see all details
2. Warm light – like at home, and good for relaxation

3. 3. Natural light mainly – like being outdoor
4. Very bright with spots focused on products – focus on products
5. Bright and colorful lightening – gives you energy
6. Normal bright – nothing special
How loud is the environment?
1. Quite mostly
2. Not loud
3. Quite
4. Quit quite
5. Very noisy
6. Somehow noisy
What is causing the noise?
1. Announcements from the front desk
2. music from the cash desk
3. just discussions with the customers
4. music from the cash desk
5. music from the cash desk
6. music from the cash desk and some customers
Is there music playing? If so, does it fit the environment?
1. No
2. Yes, yes
3. No
4. Yes, somehow
5. Yes, yes
6. Yes, yes
Is the store warm or cold?
1. Warm
2. Warm
3. Nor, neither
4. Nor, neither
5. Warm
6. Somehow warm
Is the store crowed with merchandise or is it sparse?
1. Crowded
2. Crowded
3. Sparse
4. Crowded
5. Crowded
6. Crowded somehow

4. Does the store have a distinctive smell?
1. No
2. Yes, they also sell scents
3. Yes
4. Yes, of leather
5. Yes, somehow
6. Not really
Where is the cash register located?
1. A very long row of cash registers along the entrance
2. Aside near one of the exists
3. In back middle of the store
4. Somewhere in the back
5. Somewhere on the right side a little bit hidden among the products
6. Just on the other side of the entrance, in the middle of the store
How visible is the store security?
1. Not visible – somewhere on the high ceiling
2. Some video cameras at the entrances, but very discreetly
3. Not visible at all
4. Some video cameras at the entrances, but very discreetly
5. Some video cameras at the entrances, but very discreetly
6. Some video cameras at the entrances and in the corners and a bodyguard at the
entrance
How long do you want to stay in this store?
1. 1h
2. 15 min
3. Around 1h
4. 15 min
5. 30 min
6. 20 min
Does the environment influence the perceived value of the merchandise?
1. No
2. Yes
3. Somehow
4. Yes
5. Yes
6. Yes
Personnel:

5. How long does it take before a sales person initiates contact?
1. Not usual
2. 5min
3. 2-3 min
4. 2min
5. 8-10 min
6. Not observed
Does the salesperson have a script to follow with each customer?
1. No
2. Somehow
3. Yes
4. Yes
5. Somehow
6. No
Does the salesperson treat different customers differently?
1. no
2. no
3. not really, although it may be the case
4. somehow
5. not really
6. no
What is the ratio of salespeople to customers?
1. 1:30
2. 1:4
3. 1:1.5
4. 1:3
5. 1:3
6. 1:7
What age and gender are the employees?
1. 25-50 years, mixed
2. Around 25, female
3. 30-35 years, male
4. 27-32 years, female
5. 25-28 years, mixed
6. 25-30 years, mixed
Are the salespeople using the store products?
1. no
2. Yes
3. Yes

6. 4. Yes
5. Yes
6. NA
Do the salespeople have a uniform?
1. Yes
2. No
3. Yes
4. No
5. No
6. Yes
Do the salespeople match the stores image?
1. Yes
2. Not really
3. Close to yes
4. Yes
5. Somehow
6. Not really
Products:
What is the first product that you notice?
1. Products at promotions
2. Decorations and vases
3. The car!
4. Shoes
5. Latest trends – blouses
6. Latest trends – blouses and skirts
Is there a central display table with featured products?
1. No
2. Yes
3. Yes
4. Yes
5. Yes
6. Yes
Where are items that are “for sale” located in the store?
1. Close to cash registers
2. Among other products
3. Outside in front of the store
4. On desks close to entrance and on shelves among the other products
5. In the middle of the store

7. 6. Among other products
How are the products arranged? By function? By price? By color?
1. By function and price
2. By color and function
3. By price and function
4. By function and color
5. By function
6. By function
Are there free samples or demonstrations?
1. Yes
2. No
3. No
4. No
5. No
6. No
What products are at eye level?
1. Medium priced
2. Most interesting
3. All
4. Special collections of shoes
5. Top trendy
6. Top trendy and accessories
What items in the store are in the least accessible locations?
1. Large items, most expensive
2. Large items
3. Most expensive
4. Most expensive, large items (bags)
5. Large items
6. Small accessories, not so cool items
Where are the most and least expensive products located?
1. In the middle of the rows // down the isle
2. Both among other products
3. Both in front
4. Close to cash register, up // on desks close to entrance
5. Close to entrance // in the middle of the store
6. In the back of the store // in front of the store
Are the prices of the products easy to find?

8. Are there impulse items near the cash register?
1. Yes
2. Yes
3. Yes
4. Yes
5. Yes
6. Yes
Customers:
Are most customers alone or with someone else? What is the relationship?
What is the average age and gender of the customers?
When a customer enters the store, do they tend to walk in the same path or direction? -
How long do customers stay in the store, on average?
Do customer touch the products? Is this encouraged?
Do most customers appear to be on a mission or are they browsing?
What percent of customers purchase products in the store?
Other Observations: