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Salad bar ethnographic pdf
1. Kelly De Naples Professor Klinkowstein
Selected Business Article:!
Eat organic for less!
http://www.bbc.com/capital/story/20140909-dig-into-organic-food-for-less!
5. Kelly De Naples Professor Klinkowstein
Setting for Ethnographic
Observation!
People at the Student Center
salad bar!
6. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
7. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
8. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
9. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
10. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
11. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
12. Kelly De Naples Professor Klinkowstein
Ethnographic Research: Student Center Salad Bar !
13. Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations!
• 27 total subjects!
• 19 females!
• 8 males!
14. Kelly De Naples Professor Klinkowstein
• 7 of 19 females took food!
• 2 of 8 males took food!
Ethnographic Research
Observations!
15. Kelly De Naples Professor Klinkowstein
• 1 male took only dressing and left!
• 1 male coached by girlfriend!
Ethnographic Research
Observations!
16. Kelly De Naples Professor Klinkowstein
• Hesitantly picked lettuce!
• Willingly picked crispy chicken,
cheddar cheese, ranch!
• Tattoos and muscular arms!
Ethnographic Research
Observations!
17. Kelly De Naples Professor Klinkowstein
• Athletic girls took food!
• Probably came from practice!
• Wore sports attire!
Ethnographic Research
Observations!
18. Kelly De Naples Professor Klinkowstein
• Twice as many females than males!
• Needs to be more appealing to
male population!
Ethnographic Research
Observations!
19. Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary!
TSA Checkpoint Evolution!
• Old TSA!
• Object detection!
• New TSA!
• Detection of Explosives AND “hostile intent”!
20. Kelly De Naples Professor Klinkowstein
• IDEO’s task: Calm environment centered
around human behavior!
Ethnographic Reading Summary!
TSA Checkpoint Evolution!
21. Kelly De Naples Professor Klinkowstein
• Improvements by IDEO!
• Physical layout: smooth transitions!
• Training of TSO’s: understanding and
confidence!
Ethnographic Reading Summary!
TSA Checkpoint Evolution!
22. Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary!
Ethnographic Research- Who are the users?
How do they operate within their cultures?!
• Defining ethnography!
• study of human cultures/target audiences!
• understanding users on deep levels!
• inspires design!
23. Kelly De Naples Professor Klinkowstein
• Examples of ethnographic research!
• task analysis!
• behavioral observation!
• interviews regarding internal processes!
Ethnographic Reading Summary!
Ethnographic Research- Who are the users?
How do they operate within their cultures?!
24. Kelly De Naples Professor Klinkowstein
• Philosophically different than market research,
which validates design by focusing on
averages and generalities.!
Ethnographic Reading Summary!
Ethnographic Research- Who are the users?
How do they operate within their cultures?!
25. Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary!
Going Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design!
• Value in interpretation of observations, not
observations themselves!
26. Kelly De Naples Professor Klinkowstein
• Businesses that fully align their success with
the needs of customers sustain innovation in
the long run.!
Ethnographic Reading Summary!
Going Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design!
27. Kelly De Naples Professor Klinkowstein
• Needs of customers- not always obvious!
• Ask questions bigger than the situation directly
at hand!
Ethnographic Reading Summary!
Going Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design!
