3. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention, than
any other talent. Isaac Newton: (1642-1727)

4. Before you enter the store:
Does the store draw you in? If so, how?
yes, the items in it that is what draw me close to it.
Is the door open or closed?
open, some time some shop close they own because of the AC
How does this make you feel?
feel good
How big is the sign lettering and in what font?
it is about 3 fifth
What does it tell you about the store?
the name and what is sole in there
Environment:
What is the color scheme of the store? How does this affect you?
the color is blue and it is my favourite color
What type of floor does the store have? How does this affect the environment?
green and it doesn’t affect the environment
How high is the ceiling? How does this feel?
is about 25 fifth away from the ground
How brightly lit is the store? How does this affect you?
a bit brightly and it doesn't affect me
How loud is the environment?
no ideas about it
What is causing the noise?
the AC
Is there music playing? If so, does it fit the environment?
no music playing
Is the store warm or cold?
cold

5. Is the store crowed with merchandise or is it sparse?
it sparse
Does the store have a distinctive smell?
no ideas about it
Where is the cash register located?
closer to the door
How visible is the store security?
at the entry
How long do you want to stay in this store?
all day
Does the environment influence the perceived value of the merchandise?
yes
Personnel:
How long does it take before a sales person initiates contact?
1 minutes
Does the salesperson have a script to follow with each customer?
no
Does the salesperson treat different customers differently?
no
What is the ratio of salespeople to customers?
no ideas
What age and gender are the employees?
no ideas
Are the salespeople using the store products?
no ideas
Do the salespeople have a uniform?
yes
Do the salespeople match the stores image?

6. yes
Products:
What is the first product that you notice?
men’s shoe
Is there a central display table with featured products?
at the side of the shop
Where are items that are “for sale” located in the store?
How are the products arranged? By function? By price? By color?
Are there free samples or demonstrations?
What products are at eye level?
What items in the store are in the least accessible locations?
Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention, than
any other talent. Isaac Newton: (1642-1727)
Before you enter the store:
Does the store draw you in? If so, how?
Is the door open or closed?
How does this make you feel?
How big is the sign lettering and in what font?
What does it tell you about the store?
Environment:
What is the color scheme of the store? How does this affect you?

7. What type of floor does the store have? How does this effect the environment?
How high is the ceiling? How does this feel?
How brightly lit is the store? How does this affect you?
How loud is the environment?
What is causing the noise?
Is there music playing? If so, does it fit the environment?
Is the store warm or cold?
Is the store crowed with merchandise or is it sparse?
Does the store have a distinctive smell?
Where is the cash register located?
How visible is the store security?
How long do you want to stay in this store?
Does the environment influence the perceived value of the merchandise?
Personnel:
How long does it take before a sales person initiates contact?
Does the salesperson have a script to follow with each customer?
Does the salesperson treat different customers differently?
What is the ratio of salespeople to customers?
What age and gender are the employees?
Are the salespeople using the store products?
Do the salespeople have a uniform?

8. Do the salespeople match the stores image?
Products:
What is the first product that you notice?
Is there a central display table with featured products?
Where are items that are “for sale” located in the store?
How are the products arranged? By function? By price? By color?
Are there free samples or demonstrations?
What products are at eye level?
What items in the store are in the least accessible locations?