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Kaitlyn Shire Professor Klinkowstein Selected Business Article: What the sleep doctors won’t tell you http://www.bbc.com/capital/story/20140902-how-to-pull-an- all-nighter

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Kaitlyn Shire Professor Klinkowstein

Selected Business Article:

What the sleep doctors won’t tell you

http://www.bbc.com/capital/story/20140902-how-to-pull-an-all-nighter

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Kaitlyn Shire Professor Klinkowstein

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Kaitlyn Shire Professor Klinkowstein

• Pulling an all nighter is risky

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Kaitlyn Shire Professor Klinkowstein

• Keep warm, drink coffee, prepare

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Kaitlyn Shire Professor Klinkowstein

• Nourish yourself, eat protein

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Kaitlyn Shire Professor Klinkowstein

Setting / Activity for Ethnographic Observation:

Students preparing for exams

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research, tired students at the gym in the morning.

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Kaitlyn Shire Professor Klinkowstein

• Most people at the gym in the morning are tired even before their workout.

Ethnographic Research Observations

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Kaitlyn Shire Professor Klinkowsetin

• I witnessed people walking into the gym yawning and looking as if they just woke up.

Ethnographic Research Observations

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Kaitlyn Shire Professor Klinkowstein

• After people at the gym finished running, many grabbed their water bottle to rehydrate before moving on.

Ethnographic Research Observations

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Kaitlyn Shire Professor Klinkowstein

• Many people chose to sit on the chairs outside of the work out area before walking home.

Ethnographic Research Observations

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Kaitlyn Shire Professor Klinkowstein

• Almost everyone walking out was sweaty and partially out of breath.

Ethnographic Research Observations

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Kaitlyn Shire Professor Klinkowstein

• Before and after working out, people appear to be tired.

Ethnographic Research Findings

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Kaitlyn Shire Professor Klinkowstein

IDEO TSA Project

• IDEO had to make airport check points a calmer environment for passengers to make potential threats stand out.

Ethnographic Reading Summary

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Kaitlyn Shire Professor Klinkowstein

IDEO TSA Project

• A training system was designed for TSO’s to emphasize the study of human behaviors

Ethnographic Reading Summary

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Kaitlyn Shire Professor Klinkowstein

IDEO TSA Project

• TSA was designed to help us never forget 9/11.

Ethnographic Reading Summary

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Kaitlyn Shire Professor Klinkowstein

Ethnographic Research- Who are the users?

• Ethnographic research is essential to the design research process.

Ethnographic Reading Summary

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Ethnographic Research- Who are the users?

• IDEO observed and interviewed passengers at TSA to have a better understanding of the culture.

Ethnographic Reading Summary

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Ethnographic Research- Who are the users?

• The findings led IDEO to change the physical layout of the airport and lobby.

Ethnographic Reading Summary

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Kaitlyn Shire Professor Klinkowstein

Going Deeper, Seeing Further

• Ethnographic researchers need to look for less obvious ways to inform our thinking.

Ethnographic Reading Summary

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Going Deeper, Seeing Further

• By listening to people interact, watch their behavior, and study their culture we see the world the way they do.

Ethnographic Reading Summary

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Going Deeper, Seeing Further

• Ethnographic research must keep evolving as we do, because as people change, so do their needs.

Ethnographic Reading Summary

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• “Coca-Cola refreshes you best.” Coca-Cola

• “Share moments. Share life”- Kodak 

• “Eat fresh”- Subway

Tagline Research

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• “Sleep well.”

New Tagline

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Raw Background Images

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Blurred Background Images

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Image and Tagline Study

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• App• Sound• Touch• Better grades• Improved mental health• Improved physical health

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Kaitlyn Shire Professor Klinkowstein