Download - Ethnography Project - powerpoint
Why did we pick The Sugarhouse as a
service?
- Frequently used service - A large proportion of students use the service weekly - Wide range of user experiences
Ethnography Project
- analyse the varied user experiences of The Sugarhouse
- to gain an understanding of front and back stage processes
- consider further developments within marketing and branding
We aim to:
Methodologies
• Camera journal
• Shadowing
• Try it yourself
• Five whys
Range of users:• People who are sober
• Visitors
• People with impairments
• Staff
Sober• Sugar bus was safe
and effective
• Unpleasant queuing experience
• Enjoys the choice of rooms - however poor music diversity
• Inconsistency of drinks prices
Visitors- Maddie Hall and Erin Harvey- Thought the Sugar Bus was a unique service- Enjoyed events- More Sugar Bus times should be available
People with impairments • Interview
• Chris Hall - broken leg and in brace
• Aerin Vaughan - broken arm
• Try it yourself methodology - arm in a sling
• Shadowing
Staff- Bar staff and Bouncers- Poor cloakroom service, but now improved- “DJ Matthews needs to leave”- Better music would make job more bearable
Comparison
User Motivations• Large proportions of
customers are from Lancaster University - The Sugarhouse relies on this influx
• Sense of security because it is ran by LUSU
• Choice of rooms
• Free Transport
New marketing and branding direction
• The Sugarhouse need to address their repetitive playlist by increasing the number of alternative genre nights
• A place to suggest music/events on their Facebook page
• Regular meetings with FTOs/VP of JCRs in order to ensure their market offering is aligned with student demand
Impact of our new concept and service development• A more sociable environment would allow for an
increased influx of varied users
• Integration with other universities could induce a more accurate outlook on our university and could ensure a higher increase in prospective students
• Should The Sugarhouse conduct more market research it would result in a more in depth understanding of their customer needs
References• Sugar House. (2015). Matt Edmondson . Available:
https://www.facebook.com/thesugarhouse/photos/a.10155046217060478.1073742038.36104795477/10155046226710478/?type=3&theater. Last accessed 8th March 2015.
• Sugar House . (2015). Matt Edmondson . Available: https://fbcdn-sphotos-a-a.akamaihd.net/hphotos-ak-xaf1/v/t1.0-9/10255963_10155046225885478_4658637830964103362_n.jpg?oh=3f01e84177aa785f32a4c4eab3e20d43&oe=558998BC&__gda__=1435130376_fe9ea866329e5150. Last accessed 8th March 2015.
• Online Chart Tool. (2008). Radar Chart. Available: http://www.onlinecharttool.com/graph?selected_graph=radar. Last accessed 6th March 2015.
• Survey Monkey. (1999-2015). Market Research. Available: https://www.surveymonkey.com/mp/lp/home-sem-1/?utm_source=adwords&utm_medium=ppc&utm_term=survey%20monkey&utm_network=g&utm_campaign=e&source=SearchNetwork&placement=&cmpid=brand&mkwid=sfib2mnCE_dc&pc. Last accessed 5th March 2015.