Reference no: EM133791186

Ethnographic Project - Product Ethnography

Purpose: This assignment builds on the experience we gained in close observation through Ethnographic Project 1. We are now putting to use our new skills of creating a detailed record of a sequence of events, while also adding the senses. For many, primary attention goes to the visual characteristics of products. In actuality, humans engage material culture with all their senses. In this assignment, we pay special attention to the connotations of scent, touch, and sound. And we're getting practical. Product ethnography examines how consumers interact with products - be they services, objects, or experiences.

The purpose of this assignment is to analyze a product of your choice, to describe its user scenarios, and to make pointed recommendations that can flow into redesign, innovation, and marketing changes. It is an auto-ethnographic exercise.

There is no title page, but your personal information is listed at the top of the first page. This is a handwritten assignment. You are expected to use a pen or fountain pen (preferably not a pencil) to write the assignment inside the instructor-supplied notebook. The word count (excluding header, title, bibliography, and sensory table) should not exceed 1,100 words.

Use a (phone) camera to help illustrate sensory qualities. Take multiple photos and select the four most representative shots. When framing your shots, be sure you have sufficient light, all shots are focused, all described elements are easily and completely visible, and there is no distortion in the images. Print your four most suitable photos at an on-demand kiosk (e.g., Staples, Walmart, etc.). Be sure to research and use the correct terminology for all actions and items in your description.

Choose a product that you know well and use a lot:

1. A pair of shoes
2. A daypack, bag, or purse
3. A garment
4. A personal computing device (watch, tablet, e-reader, etc.)
A household or office gadget
Other (consult with instructor)

Has complete header
Offers clear title
Author: Alex Oehler
Course: Anth 100, Winter 2024 (Dr. Oehler) Assignment: Ethnographic Project 2
Selected Scenario: Personal Computing Device Title: Watch for the Smart Watch!

Introduction

Has a hook, offers a thesis, and gives an outline
Who hasn't bought something expensive, arguing it will help them establish a healthy habit? For me, a new pair of running shoes has taken that place many times (hook). In this product ethnography, I will argue that my purchase of a Suunto Ambit 3 running watch in 2016 was justified on multiple levels, some of which exceed the product's overt design purposes, so as to provide marketing insights to Suunto (thesis). I draw on personal context, followed by sensory observations that shed light on unexpected product associations, before looking at alternative consumer uses and suggested product changes for Suunto's future iterations (outline).

Personal Context

Explains personal history
Explains life stage at which product was obtained
Provides background to product- related personal aspirations
Most non-essential purchases are part of a consumer's individual life-style choices. As a young man (13-30) I aspired to the image of an active lifestyle. Entering middle-age (31-40), I have tried to maintain this goal, while becoming attracted to the example of individuals embodying physical and mental endurance. As a long-time casual runner, the captivating stories of long-distance icons, such as Emilie Forsberg, led me to ultramarathon running. I began training for my first long race as a PhD student, captivated by the ability of the average healthy human body and mind to experience novel breakthroughs, given consistent training. I was also drawn to the idea of a community that shared this discovery by way of personal experience.

Social Context

Describes social associations for product in use
Explains conditions of purchase (how it was obtained)
Provides insight on perceived communal symbolism
On a summer day in 2016, I noticed an athletic female graduate student walking down a busy corridor at the University of Northern British Columbia. She was wearing a blue running watch of the sort I had previously seen on the wrists of ultrarunners. The sighting of the watch, worn on campus, intrigued me. It suggested the existence of a small community of ultrarunners - reminiscent of a Fight Club1 - right here where I lived. For me, the watch had become a symbol of serious commitment to an endurance world. That fall I found the watch for sale at a local store. I bought it without hesitation. It embodied a promise to myself that I would work on my body and mind for however long it would take to become a runner worthy of this subculture.

Sensory Observations

Offers a storied narrative
Includes at least one citation of a reference
Describes environmental scent associations made with product
Summarizes important scent- based qualities of the product
itself, including emotions triggered by these scent markers
Identifies cultural associations in regard to weight and shape
Offers cultural associations with perceived product surface
Pays attention to how product sensory characteristics help curate personal identity
Starting in the fall, I set a rigorous training routine for myself, following the now well-known book "Relentless Forward Progress" (Powell 2011) (citation). Much of my training took place on steep trails in BC forests, filled with smells of sap, leaves, soil, mulch, and snow. The watch proved useful, and the following year I ran my personal best in the Mount Robson 50K Ultra Marathon. I now live in the Prairies and no longer run ultras. But the watch remains functional, and it evokes memories of fragrant BC trails. The watch's "new" smell never wore off, with the silicone strap still emitting a hint of industrial acid, six years later. A trace of dried sweat odour from smaller more recent runs reminds me that I can achieve my goals, if I put my mind to it.

Strengths and Weaknesses

Delves into long-term technical evaluation
Pays attention to aging process over product lifespan
Makes recommendation for technical improvements

As a multi-year owner and user, I am surprised at the watch's resilience. I have owned many watches, including Casio, FitBit, and Garmin. This one has
outlasted them all. The silicone strap, its adjustment holes, and its loops remain intact, which cannot be said of the battery. With age, its charge hold has diminished, especially with the GPS enabled. It no longer supports extended satellite-navigated missions. A number of improvements could be made to newer models. A more intuitive charging clip would prevent misalignment of electrical contacts when the watch is to be recharged in the dark. A matt finish on buttons and buckle would increase aesthetic appeal, and a more powerful battery would allow longer adventures later into the product's life.2

Alternative Uses

Identifies alternative consumer uses (beyond design intention)
Identifies how product image changes in society over time
As certain features begin to fail with time, the possible user scenarios of this product change. While continued ultra-running adventures would require the purchase of a new watch, I have found ways to integrate the old watch into my life. For me, it has become just another time piece with a reliable travel alarm, multiple time zones, a pedometer for approximate distance tracking, and other more standard features. In many regards, it is no longer a sports watch for me, and I am now using it as a reliable time piece for many activities, including shorter runs. As I no longer run ultras, and as current runners wear newer models, the watch has lost its symbolism of social belonging. But thanks to its quality and adaptability, it remains a justifiable purchase.

Conclusion In this product ethnography I attempted to show why my purchase of the Suunto Ambit 3 watch can be construed as a good investment, while also providing user insight to the brand (thesis reiteration).

Attachment:- Ethnographic Project - Product Ethnography.rar