The document discusses pulling all-nighters to study for exams and provides tips on how to do so safely. It also summarizes several articles about ethnographic research methods, including a case study of IDEO's work with the TSA to improve airport security processes through observational research of passengers. Additional sections cover tagline research and proposed new taglines.

1. Kaitlyn
Shire
Professor
Klinkowstein
Selected Business Article:
What the sleep doctors won’t tell you
http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter

2. Kaitlyn
Shire
Professor
Klinkowstein

3. Kaitlyn
Shire
Professor
Klinkowstein
• Pulling an all nighter is risky

4. Kaitlyn
Shire
Professor
Klinkowstein
• Keep warm, drink coffee,
prepare

5. Kaitlyn
Shire
Professor
Klinkowstein
• Nourish yourself, eat protein

6. Kaitlyn
Shire
Professor
Klinkowstein
Setting / Activity for
Ethnographic Observation:
Students preparing for exams

7. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

8. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

9. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

10. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

11. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

12. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

13. Ethnographic
Research,
9red
students
at
the
gym
in
the
morning.

14. Ethnographic
Research
Observa9ons
• Most people at the gym in
the morning are tired even
before their workout.

15. Ethnographic
Research
Observa9ons
• I witnessed people walking
into the gym yawning and
looking as if they just woke up.

16. Ethnographic
Research
Observa9ons
• After people at the gym
finished running, many
grabbed their water bottle to
rehydrate before moving on.

17. Ethnographic
Research
Observa9ons
• Many people chose to sit on
the chairs outside of the work
out area before walking home.

18. Ethnographic
Research
Observa9ons
• Almost everyone walking out
was sweaty and partially out
of breath.

19. Ethnographic
Research
Findings
• Before and after working out,
people appear to be tired.

20. Ethnographic
Reading
Summary
IDEO TSA Project
• IDEO had to make airport check
points a calmer environment for
passengers to make potential
threats stand out.

21. Ethnographic
Reading
Summary
IDEO TSA Project
• A training system was designed
for TSO’s to emphasize the
study of human behaviors

22. Ethnographic
Reading
Summary
IDEO TSA Project
• TSA was designed to help us
never forget 9/11.

23. Ethnographic
Reading
Summary
Ethnographic Research- Who are
the users?
• Ethnographic research is
essential to the design
research process.

24. Ethnographic
Reading
Summary
Ethnographic Research- Who are
the users?
• IDEO observed and interviewed
passengers at TSA to have a
better understanding of the
culture.

25. Ethnographic
Reading
Summary
Ethnographic Research- Who are
the users?
• The findings led IDEO to
change the physical layout of
the airport and lobby.

26. Ethnographic
Reading
Summary
Going Deeper, Seeing Further
• Ethnographic researchers need
to look for less obvious ways to
inform our thinking.

27. Ethnographic
Reading
Summary
Going Deeper, Seeing Further
• By listening to people interact,
watch their behavior, and study
their culture we see the world
the way they do.

28. Ethnographic
Reading
Summary
Going Deeper, Seeing Further
• Ethnographic research must
keep evolving as we do,
because as people change,
so do their needs.

29. Tagline
Research
• “Coca-Cola refreshes you
best.” – Coca-Cola
• “Share moments. Share life”-
Kodak
• “Eat fresh”- Subway

30. New
Tagline
• “Sleep well.”

31. Raw
Background
Images

32. Blurred
Background
Images

33. Image
and
Tagline
Study
Sleep Well.
Kaitlyn Shire Professor Klinkowstein
FA 014, Tagline Studies