Ethno Research Draft

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

Research Article

• Dumb Starbucks- parody/art piece

• Used similar name, menu, sizes

• Added “Dumb” before all names


Research Article

• Starbucks could not contact creator

• Emphasized “no affiliation”

• Weighing options, may sue


Ethnographic Research Options

• People drinking/ buying coffee at school

• People at local Starbucks

• People at other local coffee shops


Ethnographic Research


Ethnographic Research Observations

• Students mainly alone• Play with cell phones in line• Do not greet server with a smile but with a

demand of an order• In turn, server seems unhappy- though she

has a smile pin



• Everyone does work or looks at phone• No effort to talk with other people around them• Only voice is boy on skype- black headphones

on, ipad• Latte too hot• Music overwhelmingly loud compared to silence

of customers• All oldies music



• Cold gust of wind from doors• Most still have jackets on• Seem uncomfortable, want to leave• Most looking out window, avoiding others



• One girl at window continuously looked out the window uncomfortably– Seems to have book open only too seem like she has

something to do• Girl at table across from me checking phone nervously-

has multiple bags, seems to be waiting for something• Man on skype goes to order another drink (soy latte),

looks tired, rubs eye– Looks uninterested in speaking with the server– Wears thick sweater



• Girl keeps her legs crossed, eats croissant with one hand, tries to look engaged with book, but keeps glancing up– Drinks water, looks around– Wears large, black, thick rimmed glasses

• Customers who come in alone tend to leave immediately after they get their drin



• Girl across from me starts to eat banana, still checking phone– Taps foot to music

• Two people coming in together- boy, a little larger, just maroon sweatshirt, glasses, girl, skinny, tan/gold down jacket– Girl speaks with server about how busy it gets in here-

feels bad when it’s so busy and not many workers– Girl enthusiastic- comments on how much she needs

her gateraid



• More people starting to come in• Two new girls sit across from me- whisper

about someone that might have heard them say something weird

• Music still very loud- hard to hear whole conversations



• Both girls stay in coats- talking but starting at phones, not making eye contact– Girl looks at me consistently

• Girl spills coffee- doesn’t pick it up• Two girls look at open door, don’t get up to

close it, comment when I do



• Much more quiet- more people studying• Most listening to headphones• Those buying coffee are quick in and out• Server seems to be pouting, uninterested with

job



• One girl has papers spread across table, iced coffe

• Boy on ipad, headphones, lunch across table- burrito bowl, salsa, empty water bottle– Seems in zone of what he is doing– Blue shirt, hat

• Not many people buying coffee



• Girl in sweatshirt, leggings, scarf• Boy still in jacket, headphones around neck,

laptops open• New boy comes to talk, Boy talks about

shaving head for film for no reason



• Buzzing of fridge extremely loud• Girl and boy clap randomly• Girl uses large, whipping gestures with hands

when she speaks




• Talk about embarrassing moments when they do films

• Consider skipping class• Girl goes to order a medium late



• Boy shows girl gift from girl friend- small silver object, unidentifiable– Boy in city for valentines day– Girl at home by herself, jokiningly upset– “Do you sob to everybody” –boy– “there’s always room for cake…. No theres always

room for cigarettes”- boy


• Boy leaves, girl puts on headphones• Server makes tapping noise with straw• Boy on ipad smiles to himself- possible

watching a movie?• People getting iced coffee


Ethnographic Research Findings


Ethno Research Draft

Design

Transcript of Ethno Research Draft