Selected Business Article

Test drive: DC to Boston in a Tesla Model S

http://money.cnn.com/2013/02/15/autos/tesla-model-s/

Matteo Distefano Professor Klinkowstein

Matteo Distefano Professor Klinkowstein

• Battery pack is good for only 270 miles.

Matteo Distefano Professor Klinkowstein

• 200 miles between charging stations in Newark, Del., and Milford, Conn.

Matteo Distefano Professor Klinkowstein

• Charging stations can fill up a nearly dead battery in Tesla's longest-range cars in about an hour

Matteo Distefano Professor Klinkowstein

• Observing Hofstra commuters who have cars on campus

Activity for Ethnographic Observation

Matteo Distefano Professor Klinkowstein

Ethnographic Research Observations

Matteo Distefano Professor Klinkowstein

Ethnographic Research, Cafeteria student who used a car

Matteo Distefano Professor Klinkowstein

Ethnographic Research, Student centre Atrium Student who used a car

Matteo Distefano Professor Klinkowstein

Ethnographic Research, Student Center commuter Lounge

Matteo Distefano Professor Klinkowstein

Ethnographic Research, Students in Commuter lounge

Matteo Distefano Professor Klinkowstein

Ethnographic Research, student in commuter lounge

Matteo Distefano Professor Klinkowstein

Ethnographic Research, Student in Commuter Lounge

Matteo Distefano Professor Klinkowstein

Ethnographic Research Observations

• Seemed confident in his choice of car • Told that he loved the look of his car. • Looked down occasionally • Seemed to talk mostly about features in his car.

Matteo Distefano Professor Klinkowstein

Ethnographic Research Observations

• Talked about how she had a new car • Talked about safety rating• Mostly issues with driving on campus parking

lots • Talked about student drivers and carelessness • Talked about how those aids helped her avoid

collisions in the parking lot

Matteo Distefano Professor Klinkowstein

Ethnographic Research Observations

• Talked mostly about preferences in car; liked older cars mostly because of styling

• Did not like fuel economy • Looked to friend often • Everyone who input opinion loved their car

because of safety • Talked mostly about driving situations and

features

Matteo Distefano Professor Klinkowstein

Ethnographic Research Observations

• Talked about technology in the car; navigation and back up camera

• Seemed comfortable • Seemed to talk a lot abut how car informed him

on certain situations on the road • Talked about special features of his car • Incredibly passionate about styling • Good eye contact. • Talked about good gas mileage

Matteo Distefano Professor Klinkowstein

Ethnographic Research Observations

• Not a big car enthusiast • Just liked that her car got her where she needed

to go • Looked down from time to time • Took me to her car; seemed as though she was

very comfortable in her car due to all the features in the new car

• Talked about good gas milage

Matteo Distefano Professor Klinkowstein

Ethnographic Research Findings

• People said they loved safety• People talked mostly about technology in their

vehicle. • Said they loved the styling but never really

expanded on that.• Took pride in their car as if it were a statement

about them.

Matteo Distefano Professor Klinkowstein

Ethnographic Reading Summary

• Ethnographic Research is when you have a task and you examine the culture of that task that your audience works in.

Ethnographic Research- Who are the users? How do they operate within their cultures?

Matteo Distefano Professor Klinkowstein

Ethnographic Reading Summary

• In ethnographic research you need to observe and gather information on the people you observe in order to trends in how people behave in the given environment

Ethnographic Research- Who are the users? How do they operate within their cultures?

Matteo Distefano Professor Klinkowstein

Ethnographic Reading Summary

• Observe the environment as well as the different people’s roles in an environment.

Ethnographic Research- Who are the users? How do they operate within their cultures?

Matteo Distefano Professor Klinkowstein

Ethnographic Reading Summary

• identifying key emotional characteristics, moods, traveler archetypes, and reactive behaviors

TSA Checkpoint Evolution for Transportation Security Administration

Matteo Distefano Professor Klinkowstein

Ethnographic Reading Summary

• Through observations, interviews, and feedback sessions, the team collected insights about airport lobbies and expanded checkpoint areas.

TSA Checkpoint Evolution for Transportation Security Administration

Matteo Distefano Professor Klinkowstein

Ethnographic Reading Summary

• hostile intent is difficult to detect in a chaotic environment therefore calming the environment made potential threats stand out.

TSA Checkpoint Evolution for Transportation Security Administration

Matteo Distefano Professor Klinkowstein

Proposal for an Innovative Business

• Using a battery and a hydrogen cell as an alternative energy source in a new category of emission free luxury automobiles.

Matteo Distefano Professor Klinkowstein

Tagline Research

• Power, beauty and soul.• BMW. Sheer riding pleasure.• Beyond rational.

Matteo Distefano Professor Klinkowstein

New Tagline

Extra-Ordinary Performance

Matteo Distefano Professor Klinkowstein

Raw Background Images Matteo Distefano Professor Klinkowstein

Blurred Background Images Matteo Distefano Professor Klinkowstein

Image and Tagline Study Matteo Distefano Professor Klinkowstein

Infographic Elements

• Luxury drive • Renewable energy • H2• Battery • Sustainable energy• World • Recyclable

Matteo Distefano Professor Klinkowstein

Infographic Sketches Matteo Distefano Professor Klinkowstein

Infographic Sketches Matteo Distefano Professor Klinkowstein

Infographic Sketches Matteo Distefano Professor Klinkowstein

Infographic Matteo Distefano Professor Klinkowstein

Imagined Product, In Situ VisualizationSelected environment image

Matteo Distefano Professor Klinkowstein

Imagined Product, In Situ Visualization

Selected device image

Matteo Distefano Professor Klinkowstein

Imagined Product In Situ Visualization Matteo Distefano Professor Klinkowstein