1. 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
3. Research Article
• Dumb Starbucks- parody/art piece
• Used similar name, menu, sizes
• Added “Dumb” before all names
Amanda Bentley Professor Klinkowstein
4. Research Article
• Starbucks could not contact creator
• Emphasized “no affiliation”
• Weighing options, may sue
Amanda Bentley Professor Klinkowstein
5. Ethnographic Research Options
• People drinking/ buying coffee at school
• People at local Starbucks
• People at other local coffee shops
Amanda Bentley Professor Klinkowstein
6. Ethnographic Research
Amanda Bentley Professor Klinkowstein
Students were observed alone and in
groups at Café on the Quad and the Library
Café at Hofstra University while purchasing
coffee.
7. Student at Café on the Quad
Amanda Bentley Professor Klinkowstein
8. • Students at café are mainly alone.
• Everyone is either on a cell phone, laptop,
or doing work.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
9. Students in line at Café on the
Quad to buy coffee.
Amanda Bentley Professor Klinkowstein
10. • No one makes an effort to talk with other
people around them.
• Only voice is boy using an iPad to Skype.
• Music overwhelmingly loud compared to
silence of customers.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
11. • Cold gust of wind from doors, most people
leave jackets on.
• Customers seem uncomfortable, like they
want to leave.
• Most looking out window, avoiding eye
contact with others.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
12. Student looks out window and
wants to leave.
Amanda Bentley Professor Klinkowstein
13. • One girl at window continuously looked out
the window uncomfortably, has book open
in front of her but isn’t really reading.
• Girl at table across from me checking
phone nervously. She has multiple bags
and seems to be waiting for
something/someone.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
14. • Most people who come in are alone and
leave immediately after getting a drink.
• Two people coming in together, a boy and
a girl. The girl is talkative and seems out of
place among the rest of the customers.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
15. • Two new girls sit across from me. Whisper
to each other as though the people who
are not talking will be listening to them.
• Both of these girls stay in their coats. They
are talking but staring at their phones, not
making eye contact.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
16. Student in the Library Café
Amanda Bentley Professor Klinkowstein
17. • Library café is much more quiet.
• More people studying.
• Most listening to headphones.
• Those buying coffee are quick in and out.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
18. Student sits alone and listens to music
in Library Café.
Amanda Bentley Professor Klinkowstein
19. • One girl has papers spread unorganized
across a table and is drinking iced coffee.
• Boy on iPad has headphones in and his
lunch of a burrito bowl taking up much of
his table.
• Not many people buying coffee.
Amanda Bentley Professor Klinkowstein
Ethnographic Research Observations
20. Student does work, listens to
headphones, and drinks coffee.
Amanda Bentley Professor Klinkowstein
21. Amanda Bentley Professor Klinkowstein
• A boy and girl are talking to each other and
seem out of place with the others.
• Girl consider skipping class because she is
tired, but goes to order a medium late
instead.
• As soon as the boy leaves, the girl puts on
her headphones.
Ethnographic Research Observations
22. Ethnographic Research Findings
• Students seemed uncomfortable being alone
• Those who were alone made themselves
look busy with work, headphones, phones,
etc.
• Most seemed easily distracted or impatient,
waiting for something to happen so they
could leave or speak with someone else.
Amanda Bentley Professor Klinkowstein
23. Additional Research
“Patrons would visit their favorite coffeehouses
several times a day to… talk to other coffee
drinkers, both friends and strangers. Some
coffeehouses specialized in discussion of particular
topics, like science, politics, literature or shipping.
As customers moved from one to the
other, information circulated with them.”
http://www.nytimes.com/2013/06/23/opinion/sun
day/social-networking-in-the-
1600s.html?pagewanted=all&_r=0
Amanda Bentley Professor Klinkowstein
24. Additional Research
“Reduced interaction with fellow citizens
probably only reinforces a person’s own
beliefs.”
http://www.economist.com/blogs/democracyi
namerica/2012/09/socialising-america
Amanda Bentley Professor Klinkowstein
25. Additional Research
“If you’re a social person, it means you like
to spend time with other people. But this
definition conflicts with today's concept of
social networking, in which we interact
primarily with screens rather than with
people.”
http://mashable.com/2011/12/22/real-world-
social-networking/
Amanda Bentley Professor Klinkowstein
26. Proposal for an Innovative Business
A space for young professionals to connect
and share creative ideas with others in their
area who they would not otherwise have the
opportunity to meet.
Amanda Bentley Professor Klinkowstein
27. Proposal for an Innovative Business
Provides a topic of conversation as well as a
meeting location for motivated individuals to
utilize the networking tool.
Amanda Bentley Professor Klinkowstein
28. Proposal for an Innovative Business
A young creative with an idea for a startup
finds a professional partner to enhance their
business plans.
Amanda Bentley Professor Klinkowstein
41. Workings and Output
• Creative individuals
• Use service to connect with others
• Provided topic
• Provided location
• Innovative ideas created
• New network contacts
Amanda Bentley Professor Klinkowstein
