will send by email

Sociology -- Observational Case Study

Observational Setting and Design

The setting for this series of two observations was a Starbucks Coffee establishment. The first observation was conducted from 9:30 -- 10:30 AM on Monday, February 6, 2012; the second observation was conducted from 2:30 -- 3:30 PM on Saturday, February 11, 2012. On both occasions, the observer employed a subterfuge to allow the observer to watch strangers closely without violating social mores, without drawing attention to the process on the part of the subjects of the observation, and without influencing their behavior. Specifically, the observer purposely selected dates and times of the observations that were sunny enough to make wearing dark sunglasses appropriate, even indoors.

The observer deliberately took up observational posts close to the window where the sun shone directly on her for that purpose. The observer was concerned that, otherwise, the process of watching strangers closely in the setting chosen would, at the very least, cause them to be self-conscious and to alter their behavior. Likewise, the observer was also concerned that watching strangers too closely in that setting could provoke antagonistic responses and challenges for violating unwritten social rules pertaining to staring at others impolitely in public places. That ruse allowed the observer to pretend to be reading a book by positioning herself as though that was the case. Meanwhile, the observer was able to conduct a direct observation of other patrons by lifting only her eyes from behind the sunglasses while presenting the outward impression that she was reading the book and not watching anybody.

Layout of Observational Setting

The Starbucks Coffee shop is laid out in such a way as to encourage patrons to spend time sitting at tables while consuming the establishment's product. Specifically, the customer area is a large square-shaped area with approximately one dozen tables arranged inside that space. There are tables of various sizes, ranging from a very small table with only two chairs facing one another to a larger table with six chairs. The smaller tables are all placed near the window and the other perimeter areas; the larger tables are closer to the middle of the space. That layout suggests that it is expected that lone customers will prefer window tables where they can look out toward the street whereas inner tables facilitate groups of customers who are more likely to focus on social interaction with one another rather than looking out the window.

There is a corridor leading from the front entrance straight through the customer sitting area directly to the purchase area. That corridor is formed by the absence of any tables in the middle of the customer space so that it is possible to walk from the front door to the purchase area. There are also two corridors near the perimeter of the customer sitting area on both sides of the space. That corridor lies in between the outermost inner tables and the smallest tables arranged against the windows. At the end of the corridor leading to the purchase area on the right side, there is a sign depicting a male and female figure with an arrow pointing down a narrow hallway toward the restroom areas. The rest area doors face the outer wall so that they cannot be viewed directly from the customer sitting area of the purchase area. There are products for sale arranged in displays in various areas where there are walls instead of windows. The products include bags of Starbucks Coffee beans and ground Starbucks Coffee, and Starbucks merchandise, such as baseball-style caps, t-shirts, aprons, and coffee mugs.

Observation Number 1: Monday, February 6, 2012 from 9:30 -- 10:30 AM

The observer arrived at the observation site at 9:25 AM and made a purchase to enable her to sit in the customer seating area. She took position at a small perimeter table and situated herself in front of an open book in a manner that allowed her to pretend to read while actually observing other customers closely and without drawing unwanted attention to herself. The observer noted a fairly quick pace to the interactions. Customers entered the establishment carrying shoulder bags and computer notebook bags and proceeded directly to the counter to make purchases. The vast majority of customers arrived alone and most of them left the establishment shortly after receiving their purchases. The customers who opted to take seats did not make any eye contact with other customers and proceeded to use their cell phones or notebook computers (apparently) to send text messages and emails. Some of them took out folders or paperwork from their bags and appeared to check through them. The observer also noted that all of the customers who occupied seats checked their watches fairly frequently; in many cases, they first glanced up at the clock on the wall before checking their own watches immediately afterwards.

On the basis of these observations, the observer concluded that the vast majority of the Starbucks Customers frequenting the establishment on the occasion of this observation were on their way to work or to school. Consequently, they had little interest in or time to concern themselves with other customers. None of the subjects observed on this occasion stayed seated for more than 15 minutes. Two subjects opened up news papers but appeared only to glance at headlines and scan a few pages rather than actually reading them. No customers brought a book to read and not a single customer took any time to look at any of the items displayed for sale in the customer seating area.

Observation Number 2: Saturday, February 11, 2012 from 2:30 -- 3:30 PM

The observer arrived at the observation site at 2:25 PM and again made a purchase to enable her to sit in the customer seating area. She took up the same position at the same small perimeter table used for the first observation and again situated herself in front of an open book in a manner that allowed her to pretend to read while actually observing other customers closely and without drawing unwanted attention to herself.

The observer immediately noted a marked change in the pace of things compared with the previous observation. More than half the tables were already occupied when she arrived and four subjects were apparently taking their time reading books and newspapers and they appeared to have been seated for more than a few minutes from the way that their belongings were arranged. The observer also noted that whereas none of the customers seemed to notice one another in the first observation, this time, it seemed that all of the customers did, at one point or another (and sometimes, multiple times), specifically did take note of other customers by looking at them briefly and discretely, always breaking eye contact if the other person looked up at the same time. In combination, this was an "aha" moment that suggested to the observer that on Monday mornings, most Starbucks customers are only interested in getting their morning coffee or breakfast on the way to work or school. Conversely, most customers on Saturday afternoon come in to relax.