1. ARE YOU PAYING ATTENTION?
Description
This week's assignment is done as an INDIVIDUAL.
Print out a copy of the OBSERVATION LAB.
Another copy is on SlideShare, too.
1) Go to at least 6 different stores. They can be at the same shopping center or different locations. Spend
at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos
to capture your observations.
2) Create a presentation that captures your INSIGHTS and HIDDEN OPPORTUNITIES. What types of
things had you missed before? What were your biggest surprises? Are there opportunities hidden in plain
sight?
Use your photos to highlight your insights. Your presentation can be in the form of slides or a short video.
Add the link to your presentation so that everyone can see it.
Special Instructions
Posting your assignment online.
• If you create slides, you can put them on SlideShare or Scribd.
• If you create a video, you can put it on YouTube or Vimeo.
• If you create a Word doc, you can save it as a PDF and upload it to SlideShare or Scribd.
• Post the link to your submission on the Assignment submission page.
Assignment Logistics
This is an individual assignment that requires you to submit a report. The assignment was posted on
October 23, 2012 and is due on November 01, 2012, 11:59 pm PST.
You have to submit your report for it to be considered. You can edit your submitted work before the
deadline.
The deadline for this assignment is hard. You can not edit or submit your work after the deadline.
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2. Resolution:
A Crash Course on Creativity
Professor Tina Seelig, Stanford University
Student: Paulo Pedrozo
Team: 14916
I - INTRODUCTION
Initially, the student thanks the attention of his readers.
To accomplish the task called "Are You Paying attention?", the student visited 6 stores,
3 of them in a shopping center and other 3 out.
Further the student will explain the reason of not having been able to visit all the stores
in the shopping center.
The student expended 15 minutes or more in each of the stores making observations
with the observation lab guide provided as a reference.
The student then created a presentation to capture the knowledge gained by insight as
well as the hidden opportunities that were discovered.
Will be exposed things that had previously been missed, and the biggest surprises and
opportunities in sight eventually discovered.
This presentation has been prepared in the form of a Word document and saved as PDF
and uploaded to SlideShare.
Finally, the link to the student's submission will be posted on the Assignment
submission page, so that everyone can see it.
II - Development
On 30 October 2012 the student went to a shopping center near their place of work,
Maringá Park Shopping Center.
The first store he visited was the Vivo's Store.
Smartphones and tablets were exposed in the windows.
It was possible to observe workers in their labor and a customer being served.
There was also the simplest cell phones, along with information about prices and
conditions of sale of them, as well as mobile phone plans.
The site was observed and photographed from various viewpoints.
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3. Besides the products exposed, there was also posters and equipment used to service the
customers.
The second store he visited was one of the cosmetics brand "O Boticário".
It was observed, in the foreground, cleaning supplies used by staff of the shopping
center.
The student obtained a general view of the interior of the store, the provision of
products and advertising, as well as the presence of attendants.
Products were observed, and advertising allusive to Christmas.
Gift boxes were also observed. Below them, LCD TV with propaganda. More beside
shelves with products that were with their respective prices. A little further on, carry
bags to customers for their purchases. At the bottom and in the middle, fire
extinguisher. Between a counter and another waste basket with lid and small stool.
Inside view, the rightmost earlier, who enters the " O Boticário" 's Store. Hanging from
the ceiling, progaganda allusive to Christmas. At the center, taster products, chair
behind. Next to him, waste basket with lid. The center and the bottom mirror to sample
the products. To the right and to the bottom, near the ceiling, outlet air-conditioning.
Below it, stand with products.
Inside view, the rightmost earlier, who enters the " O Boticário" 's Store. Propaganda
allusive to Christmas. Shelves with products. The floor of the store was clean and there
was no dust on the furniture and products.
A picture was made of closest shelves with products. As can be seen reflecting mirror
image of the student and attendant of the cash.
View closest shelves with products and advertising allusive to Christmas. One can see
the quality of the finished product packaging, as well as the quality of the furniture
where they are exposed.
The third store the student visited was one named "Mega Informática", in the same
shopping center.
In the picture taken it can be seen the lower quality of the finished window. At the
bottom right, a clerk.
The mentioned was the last picture that the student could do within the shopping center.
The clerk left the store and directed the student to seek the security for permission to
take photos inside the shopping center.
The security guard directed the student to seek the Board of the Shopping Center.
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4. The Directors of the Shopping Center said they could not give consent, that would
depend on the agreement of the Association of Merchants of the shopping center.
In practice, it was impossible to obtain such authorization. The student noted how the
initiative to prevent the pictures did came from the store who appeared to be less
successful.
Thus, the student had to leave the shopping center to be able to continue making the
assignment.
A fourth store was visited, an unit of a supermarket chain in front of the mall.
It was made a picture with the external view of this store.
Immediately you notice the name of the network, clearly above the trees that beautify
the place.
The supermarket parking is free for those making purchases from certain value.
As a result, many people, including the student who performs this work, opt to park
their cars there.
This causes an increased frequency of customers to the store and consequently sales.
A picture was taken with a inside view of the supermarket.
A student's finger partially obstructs the camera lens.
This occurred because the student was trying to avoid being repressed again to take the
pictures.
Some photos were worthless and were discarded.
Even with discretion, an employee of the supermarket suspected that the student was
doing the photos and walked behind the student.
Thus, it was possible to make only one more photo.
Anyway, you can see that the ceiling of the store is high, and that the ceiling's air
conditioning vents.
There are products that are specially priced and there is propaganda in this regard.
The floor of the store is clean.
The products are exposed in sectors related to the classification of its primary use.
The service is friendly.
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5. The products are generally of good quality, some of which are reasonably priced and
others less so.
On some days of the week the fruits and vegetables are sold at lower prices, which
increases the amount of customers and sales in general.
In the last picture that was possible for the student to do inside the supermarket, it may
be noted that it was a little blurry. This happened because the student was trying to hide
the smartphone.
Yet, it can be noted that the supermarket is very well lit with fluorescent lights arranged
across the ceiling.
On the bottom right of the picture you may notice lower quality clothing being sold at
lower prices than in clothing stores.
The fifth store visited was the bakery “Mentana”.
A photograph was taken from inside the car of the student. The student did not want to
try to take pictures inside the stores again, in view of the unwillingness of tenants to
leave the pictures were made.
In the picture you can see the front of the bakery, in a corner beautified by trees.
Inside the bakery products are of good quality, and are arranged so pleasant to
customers.
The service is attentive and the place is clean.
The bakery is frequented by people who live or work near the site.
At certain times of operation, is one of the few options to buy the products they sell,
considering that markets and supermarkets are closed.
The sixth store visited was today, Noverber 1st, 2012.
This store was Marco's bakery and confectionery subsidiary.
The student here got permission to take the pictures.
A photography was taken from inside the car of the student, considering that it was
raining.
The establishment of the company is located in a corner.
The avenue is lively. The place is beautified by trees.
There is parking in front, which facilitates the frequency of consumers.
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6. Below the name of the shop, posters with photographs of the products. Partial view of
the store for those who find themselves outside the window.
Another photography was taken, with an inside view of the store.
In the foreground, products displayed on shelves. The products and furniture are of very
good quality.
Below and to the left, tables where customers can make meals. Dishes are ready, which
can be supplemented with products sold on site.
In the background, refrigerated with sweet, salty and sausages, including sliced.
Behind the counter, attendants prepare the orders.
Espresso is available. The breads are good quality.
The place is famous in the city as one of the best bakeries.
Another picture was taken with a view of the area where meals are served at this store.
The photo is blurry because the student failed to maintain stable the smartphone after
giving click to make the photo. According to a professional photographer, this should be
done for about 2 or 3 seconds to ensure the quality of the photo. The photographer could
not explain why.
The antepenultimate photography has a view of the area where products are displayed
for sale in Marco's bakery and confectionery subsidiary. A freezer has frozen products.
It can be observed the quality of the presentation of products on display. It can also be
observed the quality of the furniture. To the right, behind a shelf, a customer chooses
products.
Closer view of the counter where sweets are exposed in Marco's bakery and
confectionery subsidiary. Above left, an LCD displaying products made on site. Also
near the ceiling, posters advertising the products. In the background, entry into
production area.
III – CONCLUSION
As was said at the beginning that it would be done, the student visited 6 stores, 3 of
them in a shopping center and other 3 out.
Above was explained the reason of not having been able to visit all the stores in the
shopping center.
The student expended 15 minutes or more in each of the stores making observations
with the observation lab guide provided as a reference.
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7. The student then created a presentation, one version in text, another in pictures, to
capture the knowledge gained by insight as well as the hidden opportunities that were
discovered.
The student exposed things that had previously been missed, and the biggest surprises
and opportunities in sight eventually discovered.
This presentation has been prepared in the form of a Word document and saved as PDF
and uploaded to SlideShare.
There is also a photography version, available on these web addresses, each one with
one part:
https://plus.google.com/photos/100736782364686576536/albums/58058297494992420
17/5805829751194994322
https://plus.google.com/photos/100736782364686576536/albums/58058921613995409
93/5805892160508199810
Finally, the link to the student's submission will be posted on the Assignment
submission page, so that everyone can see it.
Thanks for your attention.
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