1. Observation
Report
on
Six
Locations
I
Frequent
Regularly
*I’ve
opted
out
of
taking
pictures,
simply
because
it
was
either
prohibited
or
unwelcomed
at
the
locations
I’ve
chosen.
Thus,
this
assignment
was
completed
in
report
form
instead
of
a
presentation
Location
Number
1:
Famer’s
Market
I
visit
my
local
farmer’s
market
every
week.
It
is
a
huge
concrete
building
and
looks
uninviting.
What
drew
me
to
it
initially
were
online
reviews.
The
doors
are
automatic
and
always
closed
until
you
step
up
to
the
building.
The
parking
lot
is
huge
and
always
crowded.
The
store
sign
is
not
visible
from
the
road
but
appears
huge
once
you
approach
the
building.
The
colors
and
font
are
outdated
and
not
attractive
or
inviting.
The
interior
matches
that.
The
ceiling
are
extremely
high,
the
temperature
is
kept
at
around
60F.
This
is
basically
a
huge
hall
with
different
sections,
showered
with
fluorescent
light.
In
other
words,
this
is
a
highly
functional
and
equally
uninviting
place.
People
are
loud,
there
is
no
music
playing,
it
smells
like
fish
in
every
section
of
the
store.
Once
you
have
picked
up
your
groceries
–and
you
want
to
make
this
whole
experience
fast,
it’s
just
not
that
pleasant
–
you
exit
through
two
designated
doors
that
will
take
you
to
a
large
room
with
about
40
cash
registers.
They
are
outdated
wooden
boxes.
You
can
only
pay
with
cash
or
debit
card
here.
Everyone
working
here
is
from
foreign
countries
and
speaks
very
little
English.
Everyone
is
nice,
even
though
I’ve
experienced
occasional
dissatisfaction
from
other
customers
who
interpret
different
cultures
and
customs
as
rudeness.
The
cashiers
all
wear
the
same
blue
jacket
and
there
are
lots
of
employees.
I
would
estimate
the
ratio
to
be
about
3:10.
The
store
is
considered
a
world
market
and
contains
items
from
nearly
every
part
of
the
store.
I
never
doubted
that
the
employees
shopped
there
themselves.
I
did
verify
this
with
a
few
employees.
This
store
is
not
organized
like
most
others
in
that
the
cheapest
items
are
not
always
located
at
the
bottom
of
the
shelves.
It
is
organized
by
regional
items.
It
does
not
make
too
much
sense
at
first,
but
again,
this
is
a
highly
functional
space.
Once
you’ve
explored
it,
you
know
how
to
navigate
it
quickly
and
efficiently.
On
weekends,
more
effort
is
put
into
free
samples
and
customer
satisfaction.
The
store
seems
to
up
it’s
game
for
weekends,
however,
I
hardly
ever
go
on
Saturdays
and
Sundays
simply
because
it
becomes
too
crowded.
Customers
always
leave
with
something,
mostly
produce.
The
sole
benefit
of
shopping
at
this
particular
farmer’s
market
is
the
freshness
of
the
products
in
relation
to
its
very
affordable
price.
Location
Number
2:
Indian
Fast
Food
Restaurant
A
new
Indian
fast
food
restaurant
recently
opened
near
my
work
place.
They
have
an
efficient
step-­‐by-­‐step
process
that
is
easy
to
follow.
You
pick
your
carb,
then
your
protein
and
then
condiments.
Lastly,
you
add
sides
or
drinks
and
then
check
out
at
the
register,
which
is
located
next
to
the
preparation
area.
The
staff
is
extremely
friendly
,
mostly
in
their
20s
or
30s
while
focused
and
efficient.
They
all
wear
the
same
T-­‐Shirt,
but
the
rest
of
their
outfits
are
casual
and
differ
from
one
another.
The
store
draws
customers
in
by
using
signs
that
were
obviously
created
by
professional
graphic
designers,
good
ones
at
that.
They
show
huge
initiative
by
reaching
out
to
customers
and
potential
customers
via
social
media.
They
always
offer
additional

2. freebies
and
carry
a
secret
menu,
which
you
will
only
find
out
about
if
you
pay
attention
to
their
facebook
and
twitter
profile.
There
is
no
especially
comfortable
seating
that
emphasizes
the
fast
food
part
of
the
business.
Customers
order,
eat
and
leave
within
10-­‐15
minutes.
There
is
no
music,
but
the
restaurant
does
have
a
nice
atmosphere
with
light
Indian
decoration
and
a
nice,
comfortable
temperature.
The
noise
level
is
dependent
on
customers
and
most
of
them
will
eat
rather
than
chat
loudly.
The
prices
are
a
bit
above
average
for
a
fast
food
restaurant,
but
somehow
it
feels
that
the
food
is
fresher
and
healthier.
If
that
is
true,
I
can’t
say
for
sure.
As
far
as
customers
go,
you’ll
mostly
see
work
groups
coming
in,
as
well
as
student
groups.
I
see
few
people
by
themselves.
Since
this
place
is
fairly
new,
I
did
observe
a
lot
of
people
nervously
trying
to
grasp
the
4-­‐step-­‐process
as
they
wait
in
line.
Location
Number
3:
Public
Transportation
–
Subway
Unattractive,
no
visible
employees
(you
know
the
train
conductor
has
to
be
there,
but
you
only
encounter
personnel
via
announcements,
usually
unpleasant
ones).
To
buy
tickets,
you
are
only
using
machines.
You
are
informed
as
to
where
to
report
criminal
activities.
There
is
no
interaction
with
personnel
otherwise,
however.
There
is
always
highly
annoying
music
playing
at
the
stations,
but
nothing
on
the
actual
trains.
The
type
of
music
varies,
but
is
usually
equivalent
to
“elevator
music”.
During
the
months
of
November
and
December,
we
get
to
listen
to
Christmas
music.
Sometimes
they
(the
never
visible
staff)
forget
to
switch
out
the
tracks
and
we
get
to
enjoy
Christmas
music
until
February.
Each
cart
is
equipped
with
a
few
small
television
sets
that
play
locally
produced
store
ads
that
are
most
often
of
poor
quality.
Customers
only
stay
as
long
as
they
have
to.
The
majority
of
customers
are
commuting
to
and
from
work
or
school.
The
noise
level
varies
with
one
constant:
music
blasted
on
personal
devices
that
everyone
has
to
listen
to.
Occasionally,
you
encounter
security,
but
those
only
seem
to
be
around
when
school
gets
out
and
the
youngsters
get
on
the
train.
Because
of
the
necessity
of
the
subway,
it
never
appears
as
if
customers
are
actual
customers.
Rather
the
dependency
makes
it
seem
like
everyone
should
be
thankful
for
the
service.
That
is
why
this
particular
example
is
not
quite
like
the
store/restaurant
experiences.
I
usually
read
on
the
train,
which
helps
me
to
tune
out
my
surrounding.
This
week,
however,
I
paid
attention
and
was
actually
surprised
to
find
more
people
with
attitudes
similar
to
mine.
People
read,
look
out
the
windows
or
play
games
on
their
phones.
In
other
words,
everyone
tried
to
tune
out
the
people
around
them.
The
number
of
those
being
obnoxiously
loud
is
actually
very
small.
Location
Number
4:
Groomer
As
a
dog
owner
I
care
a
lot
about
where
my
dog
gets
her
grooming.
My
younger
dog,
a
Great
Pyrenees
mix
has
special
grooming
needs
which
I
have
a
hard
time
accommodating
her
with.
So
a
great
groomer
had
to
be
found.
The
place
I
take
her
to
is
lovely.
The
dogs
get
one-­‐on-­‐one
attention
without
ever
being
rushed.
When
you
enter
it’s
a
very
pet-­‐friendly
environment
filled
with
water
bowls,
treats
and
bones.
It
smells
like
wet
dog
and
while
less
pleasant
for
humans,
dogs
seem
to
appreciate
it.

3. The
staff
is
always
attentive
and
very
sweet.
They
do
not
wear
uniform,
but
once
they
get
to
work
they
do
put
on
aprons.
These
do
not
contain
store
logos
though.
The
atmosphere
is
much
like
a
neighbor’s
house,
very
comfortable,
but
not
quite
like
your
own
place.
Everything
in
the
decor,
signage
and
general
approach
is
old-­‐
fashioned
but
not
outdated
and
it
creates
a
nurturing,
re-­‐assuring
environment.
Online
reviews
are
entirely
positive.
The
cash
register
is
located
in
a
different
room,
which
helps
separate
the
notion
of
dropping
your
dog
off
at
a
comfortable
place
where
she
will
be
happy
and
it
being
a
business.
Location
Number
5:
Fancy
Restaurant
This
is
almost
opposite
to
the
fast
food
place
described
in
Location
Number
2.
You
have
to
make
reservations,
the
staff
is
well
dressed
and
you
are
expected
to
follow
the
dress
code.
The
signage
is
not
visible
until
you
approach
the
restaurant.
It’s
a
well
thought
out
design
that
matches
the
interior.
Everything
is
about
preparation
before
you
even
enter
the
restaurant.
The
host/hostess
desk
is
located
in
the
very
front
of
the
restaurant
and
there
is
always
someone
there
greeting
you
in
a
very
professional
manner.
The
décor
is
well
thought
out
and
obviously
expensive.
Light
music
is
playing
in
the
background
and
waiters
are
fast,
somewhat
casual
and
highly
knowledgeable
regarding
the
food
served.
There
is
always
ample
space
between
each
table
giving
customers
at
least
a
bit
of
privacy.
Everything
is
given
value,
even
filtered
water.
So
you
pay
for
it.
There
are
no
free
side
items,
but
plenty
of
recommendations
for
add-­‐ons.
None
of
it
seems
forced
though.
It
truly
seems
to
be
about
the
experience.
The
food
is
astonishingly
good
and
has
a
great
reputation
in
town.
Everything,
from
music
to
décor
and
temperature
is
top-­‐notch
and
well
thought
through.
The
experience
is
mostly
certainly
what
you
pay
for.
Location
Number
6:
Murdah
Kroger
in
Atlanta
This
is
a
local
deity,
it
would
seem.
Everyone
knows
the
Murdah
Kroger
in
Atlanta.
And
honestly,
I
don’t
even
know
how
it
came
to
its
loving
nickname,
even
though
I’d
be
able
to
take
a
few
guesses.
It
is
not
a
great
store
and
the
experience
there
is
never
overwhelming
though
it
has
improved
in
recent
years.
It’s
much
like
every
Kroger:
Soft
music
and
commercials
playing,
unimpressive
décor,
cashiers
in
uniforms
standing
at
the
check-­‐out
always
asking
the
same
stuff.
Their
deals
seem
to
draw
in
a
lot
of
customers,
especially
if
you
have
the
Kroger
Plus
card.
The
customers
are
very
mixed,
rich
and
poor,
well-­‐dressed
and
homeless
types,
everything
is
represented.
The
signage
is
big
and
easily
understood,
visible
from
the
street.
When
it
comes
to
marketing,
everything
is
in
line
and
obviously
for
profit.
Online
reviews
do
not
matter,
it’s
a
chain
store.
It’s
not
overwhelmingly
awesome,
but
it’s
reliable
and
everything
in
their
layout
emphasizes
that.
Aisles
are
categorical,
cheap
items
are
at
the
bottom,
pricier
items
at
eye-­‐level.
Every
item
is
presented
in
a
large
number
of
varieties,
thus
providing
more
choices
than
necessary.
In
addition
the
spaces
are
organized
well,
the
aisles
are
wide
enough
to
handle
crowds.
Check-­‐outs
are
staff
or
computer
operated.
Everything
can
be
quick,
but
doesn’t
have
to
be.