Description This week's assignment is done as an INDIVIDUAL. Print out a copy of the OBSERVATION LAB. Another copy is on SlideShare, too. 1) Go to at least 6 different stores. They can be at the same shopping center or different locations. Spend at least 15 minutes in each store making OBSERVATIONS using the lab guide for reference. Take photos to capture your observations. 2) Create a presentation that captures your INSIGHTS and HIDDEN OPPORTUNITIES. What types of things had you missed before? What were your biggest surprises? Are there opportunities hidden in plain sight? Use your photos to highlight your insights. Your presentation can be in the form of slides or a short video. Add the link to your presentation so that everyone can see it.

1. Are you paying
attention?
OBSERVATION LAB
FAWZIYYA ZAHRA

2. the stores

3. FAIRWAY
- Veggies displayed in
original packaging (less
expensive and more eco-
friendly)
- All featured oils are store
brands. All other brands on
bottom shelf.

4. CITY BAKERY
Don’t be fooled by the discreet sign, this place is anything but
modest. Any customer who dares to indulge in the decadent hot
chocolate with house made jumbo marshmallows will leave feeling
like an accomplished person.
In addition to the fine baked goods, and lovely chocolate
room, city dwellers come to relax and enjoy conversation. This is
definitely a neighborhood spot, with limited tourist action.
Interestingly, this large café with a lofted second floor is supported

5. WHOLE
FOODS
Nothing describes this Whole
Foods location more than the
image to the left. It a
madhouse. Post-Sandy hungry
New Yorkers lined up in
Columbus Circle to gain entry
to the food mecca.
Most customers come as a
destination, and they know
exactly what they want.
Despite four additional grocery
stores in the neighborhood
residents choose this one. Why
I asked?
- Ready-made food
- Healthy options
- Specialty products not
found at other grocery

6. SEPHORA
I visited a relatively new Sephora location on Halloween.
Needless to say, there were tons of well-masked ghouls and
goblins. What was most distinct for this store was its higher
amount of tourist traffic, fewer actual purchasers, and freebies.
Upon entry and exit I received a perfume sample. They also
heavily promoted fragrances throughout the store.

7. BEYOND
SUSHI
At first glance, you would
think this sushi is from an
expensive sushi palace. Don’t
be fooled! This sushi is as
good as it looks, and it is
100% Vegan!
Walking past this
restaurant, it is very
unassuming, and looks like
your standard NYC hole-in-
the-wall place. My real
observation was noticing this
place, and finally realizing
there was no raw fish to be
had.

8. C WONDER
I walked past this store many times, mostly
because I wasn’t sure what it sells. It is very
lively, with loud, upbeat music, bright colors, and
friendly staff.
The décor and fixtures distract from the product in
a way that makes it difficult to shop. After
excersing a bit a patience I discovered the
products are good quality and reasonably priced.

9. What did you
notice?