Download - 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
Amanda Bentley Professor Klinkowstein
Research Article
• Dumb Starbucks- parody/art piece
• Used similar name, menu, sizes
• Added “Dumb” before all names
Amanda Bentley Professor Klinkowstein
Research Article
• Starbucks could not contact creator
• Emphasized “no affiliation”
• Weighing options, may sue
Amanda Bentley Professor Klinkowstein
Ethnographic Research Options
• People drinking/ buying coffee at school
• People at local Starbucks
• People at other local coffee shops
Amanda Bentley Professor Klinkowstein
Ethnographic Research
Amanda Bentley Professor Klinkowstein
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
Amanda Bentley Professor Klinkowstein
Ethnographic Research
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• Cold gust of wind from doors• Most still have jackets on• Seem uncomfortable, want to leave• Most looking out window, avoiding others
Amanda Bentley Professor Klinkowstein
Ethnographic Research
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• Buzzing of fridge extremely loud• Girl and boy clap randomly• Girl uses large, whipping gestures with hands
when she speaks
Amanda Bentley Professor Klinkowstein
Ethnographic Research
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
Amanda Bentley Professor Klinkowstein
• Talk about embarrassing moments when they do films
• Consider skipping class• Girl goes to order a medium late
Ethnographic Research Observations
Amanda Bentley Professor Klinkowstein
• 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
Ethnographic Research
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
• 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
Amanda Bentley Professor Klinkowstein
Ethnographic Research Findings
Amanda Bentley Professor Klinkowstein