Ethno Research Draft 2
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Transcript of Ethno Research Draft 2
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Starbucks to Dumb Starbucks: Don’t use our trademark
http://money.cnn.com/2014/02/10/news/companies/dumb-starbucks/index.html?iid=HP_LN
Amanda Bentley Professor Klinkowstein
Selected Business Article
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Amanda Bentley Professor Klinkowstein
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Research Article
• Dumb Starbucks- parody/art piece
• Used similar name, menu, sizes
• Added “Dumb” before all names
Amanda Bentley Professor Klinkowstein
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Research Article
• Starbucks could not contact creator
• Emphasized “no affiliation”
• Weighing options, may sue
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Options
• People drinking/ buying coffee at school
• People at local Starbucks
• People at other local coffee shops
Amanda Bentley Professor Klinkowstein
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Ethnographic Research
Amanda Bentley Professor Klinkowstein
Students were observed alone and in groups at
Café on the Quad and the Library Café at Hofstra
University while purchasing coffee.
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Student at Café on the Quad reads and looks out window with coffee.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• Students at café are mainly alone.
• Everyone is either on a cell phone, laptop, or doing work.
Amanda Bentley Professor Klinkowstein
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Students in line at Café on the Quad to buy coffee.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• No one makes an effort to talk with other people around them.
• Only voice is boy using an iPad to Skype.
• Music overwhelmingly loud compared to silence of customers.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• Cold gust of wind from doors, most people leave jackets on.
• Customers seem uncomfortable, like they want to leave.
• Most looking out window, avoiding eye contact with others.
Amanda Bentley Professor Klinkowstein
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Student looks out window, seemingly wanted to leave while alone.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• One girl at window continuously looked out the window uncomfortably, has book open in front of her but isn’t really reading.
• Girl at table across from me checking phone nervously. She has multiple bags and seems to be waiting for something/someone.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• Most people who come in are alone and leave immediately after getting a drink.
• Two people coming in together, a boy and a girl. The girl is talkative and seems out of place among the rest of the customers.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• More people starting to come in.
• Two new girls sit across from me. Whisper to each other as though the people who are not talking will be listening to them.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• Both of these girls stay in their coats. They are talking but staring at their phones, not making eye contact.
• They look up at me continuously.
Amanda Bentley Professor Klinkowstein
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Student in the Library Café
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• Library café is much more quiet.
• More people studying.
• Most listening to headphones.
• Those buying coffee are quick in and out.
Amanda Bentley Professor Klinkowstein
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Student sits alone and listens to music in Library Café.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
• One girl has papers spread unorganized across a table and is drinking iced coffee.
• Boy on iPad has headphones in and his lunch of a burrito bowl taking up much of his table.
• Not many people buying coffee.
Amanda Bentley Professor Klinkowstein
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Student does work alone, listens to headphones, and drinks coffee.
Amanda Bentley Professor Klinkowstein
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Ethnographic Research Observations
Amanda Bentley Professor Klinkowstein
• A boy and girl are talking to each other and seem out of place with the others.
• Girl consider skipping class because she is tired, but goes to order a medium late instead.
• As soon as the boy leaves, the girl puts on her headphones.
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Ethnographic Research Findings
• Students seemed uncomfortable being alone
• Those who were alone made themselves look busy with work, headphones, phones, etc.
• Most seemed easily distracted or impatient, waiting for something to happen so they could leave or speak with someone else.
Amanda Bentley Professor Klinkowstein