Download - Salad bar ethnographic powerpoint
Kelly De Naples
Selected Business Article:
Eat organic for less
Professor Klinkowstein
http://www.bbc.com/capital/story/20140909-dig-into-organic-food-for-less
Kelly De Naples Professor Klinkowstein
Setting for Ethnographic
Observation
People at the Student Center
salad bar
Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
27 total subjects
19 females
8 males
Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
7 of 19 females took food
2 of 8 males took food
Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
1 male took only dressing and left
1 male coached by girlfriend
Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
Hesitantly picked lettuce
Willingly picked crispy chicken,
cheddar cheese, ranch
Tattoos and muscular arms
Kelly De Naples Professor Klinkowstein
Ethnographic Research
Observations
Athletic girls took food
Probably came from practice
Wore sports attire
Kelly De Naples Professor Klinkowstein
Ethnographic Research
Findings
Twice as many females than
males. Needs to be more
appealing to male population
Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary
TSA Checkpoint Evolution
• Old TSA
• Object detection
• New TSA
• Detection of Explosives AND “hostile intent”
Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary
TSA Checkpoint Evolution
• IDEO’s task: Calm environment centered
around human behavior
Kelly De Naples Professor Klinkowstein
Ethnographic Reading Summary
TSA Checkpoint Evolution
• Improvements by IDEO
• Physical layout: smooth transitions
• Training of TSO’s: understanding and
confidence
Kelly De Naples Professor Klinkowstein
Ethnographic Reading SummaryEthnographic Research- Who are the users?
How do they operate within their cultures?
• Defining ethnography
• study of human cultures/target audiences
• understanding users on deep levels
• inspires design
Kelly De Naples Professor Klinkowstein
Ethnographic Reading SummaryEthnographic Research- Who are the users?
How do they operate within their cultures?
• Examples of ethnographic research
• task analysis
• behavioral observation
• interviews regarding internal processes
Kelly De Naples Professor Klinkowstein
Ethnographic Reading SummaryEthnographic Research- Who are the users?
How do they operate within their cultures?
• Philosophically different than market research,
which validates design by focusing on averages
and generalities.
Kelly De Naples Professor Klinkowstein
Ethnographic Reading SummaryGoing Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design
• Value in interpretation of observations, not
observations themselves
Kelly De Naples Professor Klinkowstein
Ethnographic Reading SummaryGoing Deeper, Seeking Further: Enhancing
Ethnographic Interpretations to Reveal More
Meaningful Opportunities for Design
• Businesses that fully align their success with
the needs of customers sustain innovation in
the long run.