Proposal for Ethnography Project – Step 1
For our ethnography project we have chosen to do our research on The Duluth Pack. As a team
we found this business to be a very interesting experience to do research on especially with its
sentiment culture to Duluth. We will be focusing on project focus number 2. Which is one
specific business. What we will be focusing on is how to help the business become more
successful overall. Based on our research with the Duluth coffee shops and within our readings
we will use the “operationalize culture “concept to analyze this business. We will use values,
beliefs, and behaviors to determine what is needed to have a more successful business in the long
run. By going around to different coffee shops and creating inferences on our insight we have
been able to get a feel of how we would want to start our research with The Duluth Pack. As a
group we would like to use customer, staff, and social media observations to determine trends,
satisfaction, and negatives that may be preventing further business within the company. We also
would like to use interviews and focus groups to get more of an idea of what cultures are being
displayed in customers. We want to use the adaptive characteristics of culture to determine this
as well as other parts of the company.