Transcript
Page 1: 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

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- 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:

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Methodologies

• Camera journal

• Shadowing

• Try it yourself

• Five whys

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Range of users:• People who are sober

• Visitors

• People with impairments

• Staff

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Sober• Sugar bus was safe

and effective

• Unpleasant queuing experience

• Enjoys the choice of rooms - however poor music diversity

• Inconsistency of drinks prices

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Visitors- Maddie Hall and Erin Harvey- Thought the Sugar Bus was a unique service- Enjoyed events- More Sugar Bus times should be available

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People with impairments • Interview

• Chris Hall - broken leg and in brace

• Aerin Vaughan - broken arm

• Try it yourself methodology - arm in a sling

• Shadowing

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Staff- Bar staff and Bouncers- Poor cloakroom service, but now improved- “DJ Matthews needs to leave”- Better music would make job more bearable

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Comparison

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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

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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

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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

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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.


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