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“Selected Article for Research”
Campbells Brews Up A Simple Solutionhttp://eatocracy.cnn.com/2013/09/05/campbells-keurig-soup/?iref=allsearch
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
Fresh-Brewed Soup “K-Cups” Packs
Asia Baez Professor Klinkowstein
•Ramen complicated for busy students•Ovens things of the past•Brewing process cleanses machine
Asia Baez Professor Klinkowstein
Observe
Students eating in residence halls
Asia Baez Professor Klinkowstein
“Ethnographic Research”
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
Ethnographic Research Observations
Asia Baez Professor Klinkowstein
Subject #1:• Wore headphones,
sweatpants and a white t-shirt
• oblivious to everything around him
• Left for 5 minutes• Came back with spoon • Looked at mess,
shrugged shoulders and walked away
• Asked not to be photographed for fear of being held responsible for mess
Asia Baez Professor Klinkowstein
Subject #2
• Came in with her boyfriend
• He sat down, she cooked
• She bit her nails while she waited
• She burned herself twice
• Used plastic plates and utensils
• Talked about school
Asia Baez Professor Klinkowstein
Subject #2 (cont)
• Boyfriend washed dishes• She stood next to the sink and talked to him• Cleaned up mess together and left
• Referred to the mixture box often
• Sat in a corner on her phone while waiting
• Set the timer on the microwave
• Kept checking the door
Asia Baez Professor Klinkowstein
Subject #3
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
“I really don’t enjoy cooking unless it’s with/ for my friends.”
Asia Baez Professor Klinkowstein
“Selected Business Article”
Campbells Brews Up A Simple Solution http://eatocracy.cnn.com/2013/09/05/campbells-keurig-soup/?iref=allsearch
Asia Baez Professor Klinkowstein
Ethnographic Research Observations
Asia Baez Professor Klinkowstein
• Little to no people came to the residence hall kitchen
• Of the few that did, only one allowed herself to be photographed
• Those that came alone did not stay more than 5 minutes
Ethnographic Research Findings
• Mostly everyone that made something substantial had someone with them
• Students had little experience in the kitchen
• Students were impatient while making their “food”
• Students seemed preoccupied
Asia Baez Professor Klinkowstein
Diagonals_ Visual Research Asia Baez Professor Klinkowstein
Arcs_ Visual ResearchAsia Baez Professor Klinkowstein
Professor Klinkowstein Asia Baez
Irregular Shapes_ Visual ResearchAsia Baez Professor Klinkowstein
Grids_ Visual Research Asia Baez Professor Klinkowstein
Monochromes_ Visual Research
Asia Baez Professor Klinkowstein
Neutrals_ Visual ResearchAsia Baez Professor Klinkowstein
High-key_ Visual ResearchAsia Baez Professor Klinkowstein
Low-key_ Visual Research Asia Baez Professor Klinkowstein
Professor Klinkowstein Asia Baez
Asia Baez Professor Klinkowstein
Professor Klinkowstein Asia Baez
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
Summary:
• Students don’t have time to cook
• Campbell’s collaborates with Keurig
• Students want quick results
Social Circumstance Observed:
Students cooking in residence halls.
Asia Baez Professor Klinkowstein
Observations:
• Students dislike cooking alone• More apt to cook in social setting• Inexperienced in the kitchen• Want fast results
Asia Baez Professor Klinkowstein
Desire/ Need Ascertained:
• A simple, relatively quick way of making food that is considered fun.
Asia Baez Professor Klinkowstein
Product:
An interactive app that allows millenials to share recipes and tips for cooking. It facilitates conviviality, a natural artifact of food and all that relates to food. A blog where students can upload photos, videos, or video chat. An easily accessible, virtual recipe book.
Asia Baez Professor Klinkowstein
Asia Baez Professor Klinkowstein
“Think Different” -Apple
“Got Milk” -California Milk Processor Board “Get out there” -Royal Caribbean
