EthnographyEthnography

AnythingAnything::

Jun KangJun Kang

DarrenDarren

SyazwanSyazwan

De JunDe Jun

MP3MP3PlayersPlayers

OverviewOverview LocationLocation

CompanyCompany ExperiencesExperiences

SpaceSpace PeoplePeople ObjectsObjects MediaMedia

Chosen MP3sChosen MP3s ComparisonComparison

Consumer FeedbackConsumer Feedback Sales Promoting EventsSales Promoting Events

LocationLocation Funan Digitalife MallFunan Digitalife Mall

109 North Bridge Road 109 North Bridge Road #06-00 Funan DigitaLife #06-00 Funan DigitaLife Mall  Mall  Singapore 179097 Singapore 179097

Tel: (65) 6339 9008 Tel: (65) 6339 9008 Fax: (65) 6337 2588Fax: (65) 6337 2588

Business Hours:Business Hours: 10.30am to 8pm (Sun-Fri);10.30am to 8pm (Sun-Fri); 10.30am to 9pm (Sat) 10.30am to 9pm (Sat) 

ChallengerChallenger

ExperienExperiencesces

Desired Desired ExperiencesExperiences

AccomplishmentAccomplishment BeautyBeauty CreationCreation EnlightenmentEnlightenment WonderWonder

SpaceSpace

• SpaciousSpacious• Items are neatly arrangeItems are neatly arrange• Sufficient space to move aroundSufficient space to move around• Cooling environmentCooling environment• Noise from speakersNoise from speakers

PeoplePeople Quite a number of customersQuite a number of customers Interaction between customers and staffInteraction between customers and staff Accommodating sales person (C.K Tan)Accommodating sales person (C.K Tan)

ObjectObject

Product looks Product looks appealingappealing

Good sound Good sound quality from quality from media playersmedia players

Smooth to the Smooth to the touchtouch

MediaMedia Eye catching Eye catching

advertisementsadvertisements Attractive array Attractive array

of colours onof colours on website website

Chosen MP3sChosen MP3s Samsung YP-U3Samsung YP-U3

Creative MuVo T200Creative MuVo T200

Sansa ExpressSansa Express

ComparisonsComparisons

Samsung YP-U3

Creative MuVo T200

Sansa Express

Best sound quality

Second best. Third best.

Direct USB

(Plug and Play)

Samsung YP-U3

Creative Muvo T200

Sansa Express

Non-recordable FM tuner Recordable FM tuner

Sensitive touchpad

Buttons Buttons

Support more music formats

(E.g.: .ogg)

Support only basic music formats (E.g.: .mp3 .wma )

Customer Customer FeedbacksFeedbacks

Needs & WantsNeeds & Wants FeelingsFeelings Likes and DislikesLikes and Dislikes SuggestionsSuggestions PricePrice

Needs & WantsNeeds & Wants Louis: Need to listen to music during Louis: Need to listen to music during

journey to school.journey to school. Jason: I like the style and design of Jason: I like the style and design of

the mp3.the mp3.

Angela: For entertainment purposes.Angela: For entertainment purposes.

Zhi Qiang: Can listen to my favourite Zhi Qiang: Can listen to my favourite tunes on the go.tunes on the go.

FeelingsFeelings Louis: Feel more “IN”Louis: Feel more “IN” Jason: Better than discmanJason: Better than discman

Angela: No feelingAngela: No feeling

Zhi Qiang: Feel kind of sad cos my Zhi Qiang: Feel kind of sad cos my money is spentmoney is spent

Likes and DislikesLikes and Dislikes Louis: It is small in size, convenient to Louis: It is small in size, convenient to

carry.carry. Jason: Wide range of interchangeable Jason: Wide range of interchangeable

covers.covers.

Angela: Should have more range of Angela: Should have more range of colourscolours

Zhi Qiang: Sansa express mp3 is too Zhi Qiang: Sansa express mp3 is too thick.thick.

SuggestionsSuggestions Louis: Make the cover changeableLouis: Make the cover changeable Jason: Change touchpad to buttons Jason: Change touchpad to buttons

(Samsung)(Samsung)

Angela: Longer warrantyAngela: Longer warranty

Zhi Qiang: Make a lock for the cap Zhi Qiang: Make a lock for the cap (Sansa Express / Creative)(Sansa Express / Creative)

Price to be worthyPrice to be worthy Jason/Louis : Free accessories (Eg: Jason/Louis : Free accessories (Eg:

pouch, spare ear piece)pouch, spare ear piece)

Angela : Free micro SD for the Sansa Angela : Free micro SD for the Sansa ExpressExpress

Zhi Qiang: Give extra covers for Zhi Qiang: Give extra covers for Sansa and Creative mp3 as they are Sansa and Creative mp3 as they are easily lost. easily lost.

Sales Promoting EventsSales Promoting Events

In-House PromotionIn-House Promotion( For Couples)( For Couples)

Public holidaysPublic holidays IT FairIT Fair

Has Desired Has Desired Experiences been Experiences been

delivered?delivered? AccomplishmentAccomplishment BeautyBeauty CreationCreation EnlightenmentEnlightenment WonderWonder

Is the experience…Is the experience… Unique?Unique?

Yes. Yes. Salesperson was friendly enough to Salesperson was friendly enough to provide us with more details on chosen provide us with more details on chosen productsproducts

No. It was a typical visit to an electronics No. It was a typical visit to an electronics storestore

Memorable?Memorable? Yes. Some customers were kind enough to Yes. Some customers were kind enough to

accept the interview but others rejected our accept the interview but others rejected our offer for interviewoffer for interview

Transformative?Transformative? Yes. After talking to the salesperson we felt Yes. After talking to the salesperson we felt

more relaxed as he greeted us warmly and more relaxed as he greeted us warmly and sincerelysincerely

Thanks Thanks Thanks Thanks

n n ThanksThanks