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EthnographyEthnography
AnythingAnything::
Jun KangJun Kang
DarrenDarren
SyazwanSyazwan
De JunDe Jun
MP3MP3PlayersPlayers
OverviewOverview LocationLocation
CompanyCompany ExperiencesExperiences
SpaceSpace PeoplePeople ObjectsObjects MediaMedia
Chosen MP3sChosen MP3s ComparisonComparison
Consumer FeedbackConsumer Feedback Sales Promoting EventsSales Promoting Events
LocationLocation Funan Digitalife MallFunan Digitalife Mall
109 North Bridge Road 109 North Bridge Road #06-00 Funan DigitaLife #06-00 Funan DigitaLife Mall Mall Singapore 179097 Singapore 179097
Tel: (65) 6339 9008 Tel: (65) 6339 9008 Fax: (65) 6337 2588Fax: (65) 6337 2588
Business Hours:Business Hours: 10.30am to 8pm (Sun-Fri);10.30am to 8pm (Sun-Fri); 10.30am to 9pm (Sat) 10.30am to 9pm (Sat)
ChallengerChallenger
ExperienExperiencesces
Desired Desired ExperiencesExperiences
AccomplishmentAccomplishment BeautyBeauty CreationCreation EnlightenmentEnlightenment WonderWonder
SpaceSpace
• SpaciousSpacious• Items are neatly arrangeItems are neatly arrange• Sufficient space to move aroundSufficient space to move around• Cooling environmentCooling environment• Noise from speakersNoise from speakers
PeoplePeople Quite a number of customersQuite a number of customers Interaction between customers and staffInteraction between customers and staff Accommodating sales person (C.K Tan)Accommodating sales person (C.K Tan)
ObjectObject
Product looks Product looks appealingappealing
Good sound Good sound quality from quality from media playersmedia players
Smooth to the Smooth to the touchtouch
MediaMedia Eye catching Eye catching
advertisementsadvertisements Attractive array Attractive array
of colours onof colours on website website
Chosen MP3sChosen MP3s Samsung YP-U3Samsung YP-U3
Creative MuVo T200Creative MuVo T200
Sansa ExpressSansa Express
ComparisonsComparisons
Samsung YP-U3
Creative MuVo T200
Sansa Express
Best sound quality
Second best. Third best.
Direct USB
(Plug and Play)
Samsung YP-U3
Creative Muvo T200
Sansa Express
Non-recordable FM tuner Recordable FM tuner
Sensitive touchpad
Buttons Buttons
Support more music formats
(E.g.: .ogg)
Support only basic music formats (E.g.: .mp3 .wma )
Customer Customer FeedbacksFeedbacks
Needs & WantsNeeds & Wants FeelingsFeelings Likes and DislikesLikes and Dislikes SuggestionsSuggestions PricePrice
Needs & WantsNeeds & Wants Louis: Need to listen to music during Louis: Need to listen to music during
journey to school.journey to school. Jason: I like the style and design of Jason: I like the style and design of
the mp3.the mp3.
Angela: For entertainment purposes.Angela: For entertainment purposes.
Zhi Qiang: Can listen to my favourite Zhi Qiang: Can listen to my favourite tunes on the go.tunes on the go.
FeelingsFeelings Louis: Feel more “IN”Louis: Feel more “IN” Jason: Better than discmanJason: Better than discman
Angela: No feelingAngela: No feeling
Zhi Qiang: Feel kind of sad cos my Zhi Qiang: Feel kind of sad cos my money is spentmoney is spent
Likes and DislikesLikes and Dislikes Louis: It is small in size, convenient to Louis: It is small in size, convenient to
carry.carry. Jason: Wide range of interchangeable Jason: Wide range of interchangeable
covers.covers.
Angela: Should have more range of Angela: Should have more range of colourscolours
Zhi Qiang: Sansa express mp3 is too Zhi Qiang: Sansa express mp3 is too thick.thick.
SuggestionsSuggestions Louis: Make the cover changeableLouis: Make the cover changeable Jason: Change touchpad to buttons Jason: Change touchpad to buttons
(Samsung)(Samsung)
Angela: Longer warrantyAngela: Longer warranty
Zhi Qiang: Make a lock for the cap Zhi Qiang: Make a lock for the cap (Sansa Express / Creative)(Sansa Express / Creative)
Price to be worthyPrice to be worthy Jason/Louis : Free accessories (Eg: Jason/Louis : Free accessories (Eg:
pouch, spare ear piece)pouch, spare ear piece)
Angela : Free micro SD for the Sansa Angela : Free micro SD for the Sansa ExpressExpress
Zhi Qiang: Give extra covers for Zhi Qiang: Give extra covers for Sansa and Creative mp3 as they are Sansa and Creative mp3 as they are easily lost. easily lost.
Sales Promoting EventsSales Promoting Events
In-House PromotionIn-House Promotion( For Couples)( For Couples)
Public holidaysPublic holidays IT FairIT Fair
Has Desired Has Desired Experiences been Experiences been
delivered?delivered? AccomplishmentAccomplishment BeautyBeauty CreationCreation EnlightenmentEnlightenment WonderWonder
Is the experience…Is the experience… Unique?Unique?
Yes. Yes. Salesperson was friendly enough to Salesperson was friendly enough to provide us with more details on chosen provide us with more details on chosen productsproducts
No. It was a typical visit to an electronics No. It was a typical visit to an electronics storestore
Memorable?Memorable? Yes. Some customers were kind enough to Yes. Some customers were kind enough to
accept the interview but others rejected our accept the interview but others rejected our offer for interviewoffer for interview
Transformative?Transformative? Yes. After talking to the salesperson we felt Yes. After talking to the salesperson we felt
more relaxed as he greeted us warmly and more relaxed as he greeted us warmly and sincerelysincerely
Thanks Thanks Thanks Thanks
n n ThanksThanks