Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Selected Business Article

http://money.cnn.com/2014/09/05/news/companies/starbucks-reserve/index.html?iid=HP_LN

Starbucks Plans New Types of Coffee Shops

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•  Limited brands in new stores

Summary Points of Article

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•  Drive-thru store in New York

Summary Points of Article

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•  App to order store products

Summary Points of Article

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•  Students having coffee at Starbucks

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Setting / Activity for Ethnographic Observation

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Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Ethnographic Research, Students at Starbucks

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Ethnographic Research, Students at Starbucks  

Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Ethnographic Research, Students at Starbucks  

Ashley Chermak! ! ! ! Professor Klinkowstein!

Ethnographic Research, Students at Starbucks

Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Ethnographic Research, Students at Starbucks

Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Ethnographic Research, Students at Starbucks

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Ethnographic Research, Students at Starbucks  

Ashley Chermak! ! ! ! ! Professor Klinkowstein!

Ethnographic Research Observations      

•  Studying is ubiquitous in a Starbucks environment

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Ethnographic Research Observations      

•  Products advertised at ordering counter to subconsciously make the client want more Starbucks

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Ethnographic Research Observations      •  The epitome of multi-tasking (drinking,

talking, laughing, looking at products)

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Ethnographic Research Observations      •  Extensive drink options and sizes    

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Ethnographic Research Observations    

•  Long lines all throughout the day

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Ethnographic Research Findings  

•  People use Starbucks as a way to accomplish multiple tasks on their agenda

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Ethnographic Reading Summary  

TSA Checkpoint Evolution for Transportation and Security Administration

•  Reconfiguring airport security and produces

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Ethnographic Reading Summary  

TSA Checkpoint Evolution for Transportation and Security Administration  

•  Create peaceful environment that protrude hostile behavior

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Ethnographic Reading Summary  

TSA Checkpoint Evolution for Transportation and Security Administration  

•  Allow for a more cooperative and understanding relationship between passengers and TSA officials

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Ethnographic Reading Summary  

Ethnographic Research – Who are the users? How do they operate within our culture?

•  Focus on gathering needs and wants from each individual

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Ethnographic Reading Summary  

Ethnographic Research – Who are the users? How do they operate within our culture?  

•  Divert from the marketing approach to research

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Ethnographic Reading Summary  

Ethnographic Research – Who are the users? How do they operate within our culture?  

•  Used as a method to understand the culture better

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Ethnographic Reading Summary  

Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design

•  Interpreting and improving forms of ethnographic research

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Ethnographic Reading Summary  

Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design  

•  Act as a way to benefit those in the economic and social network

Ashley Chermak! ! Professor Klinkowstein!

Ethnographic Reading Summary  

Going Deeper, Seeing Further: Enhancing Ethnographic Interpretations to Reveal More Meaningful Opportunities for Design  

•  Shows detailed ways how corporate ethonography is a positive direction to go