Paying attention is important for customer research - this is one way of doing it, by including your senses.

1. InStORE
Observations
Observations

2. “doesn’t really “weird
look attractive atmosphere
“confusing/cha
for me cos it is for me - maybe
otic - no
not my style” cos it is not my
order”
style”
“hard to see
logo on Freaky Cowboy StORE
window with
all the shoes in “need to touch
the products to
background of find prices”
the window”
CONCLUSION
CONCLUSION musty
“store for cowboy
“store for cowboy
style lovers”??
style lovers”??
OLD
fabric
weird music
DARK
leather
Nature Colors dull
people in
cowboy clothes not many
people speaking
people

3. “got attracted to get
in but would not “Many deco
“who s the
know what to buy?” articles”
TARGET group?”
Oriental STUFF StORE
“REAL STUFF -
what do you use it
for?” foggy taste
toch to find
CONCLUSION
CONCLUSION price
“smell-
“smell-
overloaded
overloaded
STUFF store”??
STUFF store”?? a lot of stuff to
touch
foggy smell
LIGHT
people speaking
smoke soft music
not many people (5) but store is
people speaking
filled

4. “mixing a bit coffee and
tea...should there be a mix or
“see more tools “too expensive for focus on one or the other?”
from outside than me...”
tea” “I REALLY wanna taste
“looks like a TEA House StORE what I am smelling”
chain”
“would be nice
CONCLUSION
CONCLUSION to taste tea”
“well-balanced
“well-balanced
sensed tea store”
sensed tea store”
which could better
which could better
market its focus on
market its focus on
tea or/and coffee??
tea or/and coffee??
“would be nice to touch
the tea instead of only
tools”
soft
pretty cool display of tea tea boxes opening tea/herbal
smell
symmetry people speaking
cool & design tea tools

5. “Looks attractive to
“looks similar from enter because I wanted
outside as from the to try out some cheese -
inside - fitting to a unfortunately I could
cheese store image” not try when not buying
it”
“the smell makes
CONCLUSION “very
CONCLUSION “very
DUTCH CHEESE StORE you wanna taste
Dutch cheese store
it”
Dutch cheese store
that attracts already
that attracts already
from passing by from
from passing by from
smell --style is fitting
smell style is fitting
and similar from in-
and similar from in-
and outside”
and outside”
“the cheese looks
nice to touch”
“looks like a really
Dutch store -fitting “many customers”
image of a cheese store”
“symmetry of “only people speaking” “smells sooo
putting cheese much like cheese -
next to each other you can almost
looks good” taste it”

6. “hard to see everything
“attractive from outside “still it doesnt look cos so much stuff stands
cos the designs look different from any other around - not really clean
awesome” design store” “expensive!!”
designed from the
inside”
“different floors look dry
different cos there is
different lightning” the DESIGN
StORE try out thing
CONCLUSION
CONCLUSION and usability
“every-day design
“every-day design
store which is cool
store which is cool
to look around to
to look around to
explore when
explore when
having time...”
having time...”
need to
touch cos
you wanna
feel whether touch
you like different
material materials
people and tissues
many colors
design looks talking
cool thing to explore attractive
with eyes dull smells dry

7. “looks super cute and
“looks a bit crappy from
personal from outside -
the inside”
especially the bench”
“You can see
instruments with which The Town Bakery Yes I want to eat the
bread and try out things
the are making the
bread” - maybe gives a
good feeling of super Unfortunately you
local entrepreneurs cannot try out things
CONCLUSION
CONCLUSION
“attracting through
“attracting through
it smell, it looks a
it smell, it looks a
bit crappy inside
bit crappy inside
but local and cute --
but local and cute
like you are buying
like you are buying
from a family”
from a family”
pretty crowded with “smells so good already
customers but also a from the outside - you
small store really wanna taste it”

8. “building “store itself
in my feeling
looks looks not “low quality
clothes are
attractive” fitting to the clothing”
pretty ugly
building ”
CONCLUSION
CONCLUSION
“mainstream low-
“mainstream low-
quality clothing store
quality clothing store tastes a bit dry
attracting through the
attracting through the
building outside but
building outside but
not fitting to this
not fitting to this
image from the inside.
image from the inside.
touching
clothes -
females like
that ;)
confusion
about inside soft Pop music
vs. outside
look smells dry
people
speaking

9. Conclusion
“appearance of
“outside is other customers
mostly NOT as “how to might influence
include all “too extreme
inside store - whether you
sense into one sense enter/leave the
how to make
sensations into (too extreme store”
both fitting?”
outside store smell f.i.) can
appearance?” be
“outside unattractive”
important to I learned a lot
attract from this
“smell of smell “let people try
exercise to
customers” products out/getting
closely related paying
them closer to
to taste and products might attention -
stimulates influence future
thanks for
ACTION” buying behaviour”
that!!