1. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how?
Yes it does, I like its colors and the delicious aroma that emerges
from the entry.
Is the door open or closed?
It´s open.
How does this make you feel?
It makes me feel very welcome.
How big is the sign lettering and in what font?
The sign lettering is big, the font is clear and nice.
What does it tell you about the store?
It tells me that the products in this shop have high quality.
Environment:
What is the color scheme of the store? How does this affect you?

2. The walls are green, some products are violet or blue, others,
colorful. I like it and I want to see and touch them.
What type of floor does the store have? How does this effect the environment?
Is some kind of marble floor and it´s white. The sensation is clean
but cold too.
How high is the ceiling? How does this feel?
The ceiling is not so high and it makes me feel just a little bit
claustrophobic.
How brightly lit is the store? How does this affect you?
The light is soft, it makes me feel comfortable.
How loud is the environment?
The environment is not so loud.
What is causing the noise?
Nothing. There is no noise.
Is there music playing? If so, does it fit the environment?
Yes, it is, some newage song, and it fits the environment.
Is the store warm or cold?
It´s warm.
Is the store crowed with merchandise or is it sparse?
It´s not so crowd but it´s little
so the space is small.
Does the store have a distinctive
smell?
Oh yes! Strawberry and lemon.

3. Where is the cash register located?
The cash register is at the end of the store.
How visible is the store security?
Invisible.
How long do you want to stay in this store?
I can stay here for much time but I have to continues with my
homework 
Does the environment influence the perceived value of the merchandise?
Yes it does.
Personnel:
How long does it take before a sales person initiates contact?
Immediately.
Does the
salesperson
have a script to
follow with each
customer?
Yes they have.
Does the
salesperson treat
different
customers differently?
It depends on salesperson. Some of them have the same script with
everybody, few are spontaneous and original.

4. What is the ratio of salespeople to customers?
Have no idea.
What age and gender are the employees?
Mostly young people, between 20-22 years.
Are the salespeople using the store products?
Not particularly.
Do the salespeople have a uniform?
Yes, they use black uniforms with Body Shop´s logo.
Do the salespeople match the stores image?
No, in my opinion. They would look better with green uniforms.
Products:
What is the first product that you notice?
Shampoos and soaps.
Is there a central display table with
featured products?
Yes, mostly orange products for
Halloween.
Where are items that are “for sale” located in the store?
Near to the front door.
How are the products arranged? By function? By price? By color?
By color and function.
Are there free samples or demonstrations?
Yes, in front of the cash register.

5. What products are at eye level?
Mostly perfumes, lotions, shampoos and body creams.
What items in the store are in the least accessible locations?
Man’s lotions.
Where are the most and least expensive products located?
In the center of the store.
Are the prices of the products easy to find?
Yes, they are.
Are there impulse items near the cash register?
Yes, they are.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most of the customers are with somebody, mothers and daughters,
but mostly girlfriends.
What is the average age and gender of the customers?
Between 20 and 45.
When a customer enters the store,
do they tend to walk in the same
path or direction?
Yes they do. They walk on the
right side.
How long do customers stay in the
store, on average?
10-15 min.

6. Do customer touch the products? Is this encouraged?
Yes, they touch and smell the products and try them.
Do most customers appear to be on a mission or are they browsing?
Most of them are browsing.
What percent of customers purchase products in the store?
90-94 %.
Other Observations:
The posters, the products and the salespeople are in accordance to
the goals of this store.

7. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how?
No it doesn’t.
Is the door open or closed?
OPEN.
How does this make you feel?
I have to prepare myslef
How big is the sign lettering and in what font?
The sign
lettering is
big, the font
is White ,
cold.
What does it tell
you about the
store?
It tells me that this store is formal, some kind of business store.
Environment:
What is the color scheme of the store? How does this affect you?
blue and white, with glass doors. It´S cold, not friendly.
What type of floor does the store have? How does this effect the environment?
The floor is white but dirty.

8. How high is the ceiling? How does this feel?
The ceiling is high.
How brightly lit is the store? How does this affect you?
The store is excessively bright , I don’t like it.
How loud is the environment?
The environment is loud, that butters me.
What is causing the noise?
People are complaining.
Is there music playing? If so, does it fit the environment?
No, is not.
Is the store warm or cold?
The store is cold and unpleasant.
Is the store crowed with merchandise or is it sparse?
Yes it is crowd with merchandise.
Does the store have a distinctive smell?
Yes the smell of air condition.
Where is the cash register located?
The cash register is at the left parto of the store.
How visible is the store security?
Very visible.
How long do you want to stay in this store?
1 min!
Does the environment influence the perceived value of the merchandise?
Yes it does.

9. Personnel:
How long does it take before a sales person initiates contact?
Never.
Does the salesperson have a script to follow with each customer?
Yes they have.
Does the salesperson treat different customers differently?
No, is the same script
all the time.
What is the ratio of
salespeople to customers?
Have no idea.
What age and gender are
the employees?
Mostly young people,
between 20-22 years.
Are the salespeople using
the store products?
Yes, they do.
Do the salespeople have a uniform?
Yes, they use blue and white uniforms.
Do the salespeople match the stores image?
Absolutely.
Products:
What is the first product that you notice?
Iphone 5.

10. Is there a central display table with featured products?
Yes, All new cellphones are there.
Where are items that are “for sale” located in the store?
This company is so greed that they haven´t that kind of itmes or
they are very hide.
How are the products arranged? By function? By price? By color?
By price.
Are there free samples or demonstrations?
Nop.
What products are at eye level?
Mostly expensive cellphons.
What items in the store
are in the least
accessible locations?
products for sale.
Where are the most and
least expensive products
located?
the most expnesive
int the center of
the store, the least expensive at the end of the store.
Are the prices of the products easy to find?
No, they don´t.
Are there impulse items near the cash register?
No.

11. Customers:
Are most customers alone or with someone else? What is the relationship?
Most of them are alone but some are couples, mothers with
children.
What is the average age and gender of
the customers?
Between 25 and 50.
When a customer enters the store, do
they tend to walk in the same path or
direction?
No, it’s a real chaos.
How long do customers stay in the store, on average?
For long, Long time ´cause they have to wait their turn.
Do customer touch the products? Is this encouraged?
No, they can´t.
Do most customers appear to be on a mission or are they browsing?
Almost of them are on a mission, i´m pretty sure.
What percent of customers purchase products in the store?
40%
Other Observations:

12. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how?
Not particularly.
Is the door open or closed?
It´s wild open.
How does this make you feel?
Just a little bit lost.
How big is the sign lettering and in what font?
It´s big and black.
What does it tell you about the store?
It´s tell me that this store has good quality.
Environment:
What is the color scheme of the store? How does this affect you?
The main color is pink. I like it.
What type of floor does the store have? How does this effect the environment?

13. The floor is beige and white which makes the environment nice.
How high is the ceiling? How does this feel?
It´s high, you feel free.
How brightly lit is the store? How does this affect you?
It´s not so bright feels good.
How loud is the environment?
It´s quiet.
What is causing the noise?
Is there music
playing? If so,
does it fit the
environment?
Yes and it´s
soft,
instrumental.
Is the store
warm or cold?
Not so cold but not so warm even. It´s neutral.
Is the store crowed with merchandise or is it sparse?
It´s sparse.
Does the store have a distinctive smell?
Not particularly.
Where is the cash register located?
Depends on sections, which one has its cash register.

14. How visible is the store security?
Visible.
How long do you want to stay in this store?
Not much, 10 min aprox.
Does the environment influence the perceived value of the merchandise?
Not particularly.
Personnel:
How long does it take before a sales person initiates contact?
3 or 5 min.
Does the salesperson have a script to follow with each customer?
Yes she has.
Does the salesperson treat different customers differently?
No, they always has the same script.
What is the ratio of salespeople to
customers?
.
What age and gender are the
employees?
Between 35-55 years.
Are the salespeople using the store
products?
No, they don’t.
Do the salespeople have a uniform?

15. Yes, black skirts and white blouse.
Do the salespeople match the stores image?
Absolutely.
Products:
What is the first product that you notice?
Clothes.
Is there a central display table with featured products?
Yes it is, with autumn clothes.
Where are items that are “for sale” located in the store?
In the center of the clothes section.
How are the products arranged? By function? By price? By color?
By function.
Are there free samples or demonstrations?
No.
What products are at eye level?
Blouses and jeans.
What items in the store are in the least accessible locations?

16. Bathrooms products.
Where are the most and least expensive products located?
Most expensive products are on the entrance, least on the center of the cloths
section.
Are the prices of the products easy to find?
Not really.
Are there impulse items near the cash register?
Yes.
Customers:
Are most customers alone or with someone else? What is the relationship?
Mostly couple of woman or single girls.
What is the average age and gender of the customers?
30-50 years.
When a customer enters the store, do they tend to walk in the same path or
direction?
Yes, they do.
How long do customers stay in the store, on average?
20 min. aprox.
Do customer touch the products? Is this encouraged?
Yes they do.
Do most customers appear to be on a mission or are they browsing?
It’s seems that they are browsing.
What percent of customers purchase products in the store?
10%
Other Observations:

17. Crash Course on Creativity
Observation Lab
Before you enter the store:
Does the store draw you in? If so, how?
Yes, it has a very original products and I like it.
Is the door open or closed?
Yes it is.
How does this make you feel?
In the mood for shopping. 
How big is the sign lettering and in what font?
It’s big with cool font.
What does it tell you about the store?
It’s tell me that this is a very peculiar and original store.

18. Environment:
What is the color scheme of the store? How does this affect you?
The colors are bright, cheerful and very Mexican.
What type of floor does the store have? How does this effect the environment?
Wooden imitation, it’s look nice and warm.
How high is the ceiling? How does this feel?
Not very high, I don’t like it.
How brightly lit is the store? How does this affect you?
The lit is dim, but the place is small so the sensation is unpleasant.
How loud is the environment?
The music is loud, some kind of dance or house.
What is causing the noise?
The music.
Is there music playing? If so, does it fit the environment?
No it isn’t.
Is the store warm or cold?
Warm.
Is the store crowed with merchandise or is it sparse?

19. Yes it is too crowd.
Does the store have a distinctive smell?
Wood.
Where is the cash register located?
On the ending of the store.
How visible is the store security?
Is not visible.
How long do you want to stay in this store?
About 5 min.
Does the environment influence the perceived value of the merchandise?
No, it’s too small for these expensive prices.
Personnel:
How long does it take
before a sales person
initiates contact?
Immediately.
Does the salesperson
have a script to follow
with each customer?
No, he doesn’t.
Does the salesperson
treat different customers differently?
Yes, he’s spontaneous.
What is the ratio of salespeople to customers?
What age and gender are the employees?

20. 32 years old.
Are the salespeople using the store products?
No.
Do the salespeople have a uniform?
No.
Do the salespeople match the stores image?
Yes, he does.
Products:
What is the first product that you notice?
Bags.
Is there a central display table with featured products?
Yes.
Where are items that are “for sale” located in the store?
Near to the cash register.

21. How are the products arranged? By function? By price? By color?
By color and function.
Are there free samples or demonstrations?
No.
What products are at eye level?
Bags and shirts.
What items in the store are in the least accessible locations?
Cups.
Where are the most and least expensive products located?
The most expensive is in the middle of the store, the least expensive on the left
side on the store.
Are the prices of the products easy to find?
Yes.
Are there impulse items near the cash register?
Yes.
Customers:
Are most customers alone or with someone else? What is the relationship?
Singles.
What is the average age and gender of the customers?
25-30 years.
When a customer enters the store, do they tend to walk in the same path or
direction?
Yes they do.
How long do customers stay in the store, on average?
10 min.

22. Do customer touch the products? Is this encouraged?
Yes they do.
Do most customers appear to be on a mission or are they browsing?
Just browsing.
What percent of customers purchase products in the store?
1%
Other Observations:
Nice store but expensive and small.