This document appears to contain notes and observations from an ethnographic study conducted at a student center salad bar. It includes details on the number of subjects observed, their demographics, and behaviors at the salad bar. Specific observations are noted such as a hesitant male picking lettuce but eagerly selecting crispy chicken, cheese, and ranch dressing. The findings suggest the salad bar may be less appealing to male students and could aim to attract more males.

1. Kelly De Naples
Selected Business Article:
Eat organic for less
Professor Klinkowstein
http://www.bbc.com/capital/story/20140909-dig-into-organic-food-for-less

2. Kelly De Naples Professor Klinkowstein
Organic is expensive

3. Kelly De Naples Professor Klinkowstein
Spend now, save later

4. Kelly De Naples Professor Klinkowstein
Ways to spend 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
Ethnographic Research
Observations
7 of 19 females took food
2 of 8 males took food

15. Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
1 male took only dressing and left
1 male coached by girlfriend

16. Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
Hesitantly picked lettuce
Willingly picked crispy chicken,
cheddar cheese, ranch
Tattoos and muscular arms

17. Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
Athletic girls took food
Probably came from practice
Wore sports attire

18. Kelly De Naples Professor Klinkowstein
Ethnographic Research
Findings
Twice as many females than
males. Needs to be more
appealing to male population

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
Ethnographic Reading Summary
TSA Checkpoint Evolution
• IDEO’s task: Calm environment centered
around human behavior

21. Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary
TSA Checkpoint Evolution
• Improvements by IDEO
• Physical layout: smooth transitions
• Training of TSO’s: understanding and
confidence

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
Ethnographic Reading Summary
Ethnographic Research- Who are the users?
How do they operate within their cultures?
• Examples of ethnographic research
• task analysis
• behavioral observation
• interviews regarding internal processes

24. Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary
Ethnographic Research- Who are the users?
How do they operate within their cultures?
• Philosophically different than market research,
which validates design by focusing on averages
and generalities.

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
Ethnographic Reading Summary
Going Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design
• Businesses that fully align their success with
the needs of customers sustain innovation in
the long run.

27. Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary
Going Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design
• Needs of customers- not always obvious
• Ask questions bigger than the situation directly
at hand