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Going Deeper, Seeing Further…Companies have studied demand necessities, but ethnographic research focuses on consumer.

MauricioZambranoDesign,Business&Innovation

Going Deeper, Seeing Further…Corporate ethnography is based more on identity of consumer than functionality of the product.


Going Deeper, Seeing Further…The context of the questions made for the product are zoomed out to interpret better the process.


Going Deeper, Seeing Further…People behavior is studied in a personal manner to understand their necessities, then overlapped as a group.


Going Deeper, Seeing Further…Analogy is used to have similar cases compared to the current, having a wide context as a result.


-The club uses the whiteboard in order to clarify ideas.


Ethnographic Research, Discussion in the Hofstra University Start-ups Club

-One of the 5 leaders talked the most, however, every leader participated at some point.



-The leaders of the club gathered in the same area (at front of the projector)



Ethnographic Research, Discussion in the Hofstra University Start-ups Club-There were 3 projectors in the room for everyone to watch the material being shown closely


Ethnographic Research Observations-There was a conflict between two leaders throughout the meeting.


Ethnographic Research Observations-Almost every member of the club had a beverage.


Ethnographic Research Observations-The room is divided in 3 tables for the students to sit in.


Ethnographic Research Findings-In order to work correctly, every member needs to bring their own computer to work on their start-up projects. A way to satisfy everyone at the same time would be useful.


Interviewing Humans-The goal of interviewing is to discover the user’s needs and desires and how they would use the outcome of the project.


Interviewing Humans-Prepare for the interview by creating a guide including goal of study, context of subject of interview, warm-up questions and primary questions.


Interviewing Humans-Interview consists of three components: Introduction, Body and Conclusion.


Interviewing Humans-Conduct interview effectively by making subject comfortable, staying calm, listening subject and listening to specific details.


Interviewing Humans-Evaluate subject’s behavior patterns, language, needs and priorities, and mental models in order to find needs and desires.


Interview GuideOpen general

-Introduction and explanation of goal of interview.-Name, major and year of study?-What do you like about HUSU?


Then go deep

-Why is it important to get connections in the club?-Do you have experience in entrepeneurship?-Tell me more about it…-I would like to know more about the club itself (specifically looking for needs and desires)

Edited Interviewhttps://www.youtube.com/watch?v=ce_bRomGGxw


Interview FindingsThe main problem in the club is the scarcity of members that satisfy all the work fields and their participation in start-up projects.


Interview FindingsAnother need is more whiteboards for each member, in order to explain their ideas to their individual group.
