Salad bar ethnographic powerpoint

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

Kelly De Naples Professor Klinkowstein

Organic is expensive


Spend now, save later


Ways to spend less $


Setting for Ethnographic

Observation

People at the Student Center

salad bar


Ethnographic Research: Student Center Salad Bar














Ethnographic Research

Observations

27 total subjects

19 females

8 males



Observations

7 of 19 females took food

2 of 8 males took food



Observations

1 male took only dressing and left

1 male coached by girlfriend



Observations

Hesitantly picked lettuce

Willingly picked crispy chicken,

cheddar cheese, ranch

Tattoos and muscular arms



Observations

Athletic girls took food

Probably came from practice

Wore sports attire



Findings

Twice as many females than

males. Needs to be more

appealing to male population


Ethnographic Reading Summary

TSA Checkpoint Evolution

• Old TSA

• Object detection

• New TSA

• Detection of Explosives AND “hostile intent”




• IDEO’s task: Calm environment centered

around human behavior




• Improvements by IDEO

• Physical layout: smooth transitions

• Training of TSO’s: understanding and

confidence


Ethnographic Reading SummaryEthnographic 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




• Examples of ethnographic research

• task analysis

• behavioral observation

• interviews regarding internal processes




• Philosophically different than market research,

which validates design by focusing on averages

and generalities.


Ethnographic Reading SummaryGoing Deeper, Seeking Further: Enhancing

Ethnographic Interpretations to Reveal More

Meaningful Opportunities for Design

• Value in interpretation of observations, not

observations themselves





• Businesses that fully align their success with

the needs of customers sustain innovation in

the long run.





• Needs of customers- not always obvious

• Ask questions bigger than the situation directly

at hand