1. Week 10 - Ethnography Yiwen Zhai Bilal Azam Keran Zhu Mathew Griffin

2. Introduction We’ve decided to look at problems associated with Jogging/Running. It’s a popular hobby but it still has it’s problems which is what we were determined to find out. Based on the problems we can identify, we would then create a product that would make Jogging as hassle-free as possible.

3. Secondary Research

4. Jogging Statistics: Over 2 million people jog in the UK as a recreational hobby. Jogging among Top 10 most popular sports activities in England. Men participate in Jogging more than Women in England. Men account for a higher percentage of the population who do Jogging. Participation in sport and active recreation decreases with age. MenWomen Percentage of population

5. Outline Project Brief Our Outline Project Brief is to create a product that would make jogging more of a hassle-free experience and to eliminate any problems or distractions associated with jogging. The product must be easy and intuitive to use and it must also be aesthetically pleasing to look at.

6. Primary Research

8. Tilting head up with bottle means you’re impairing your vision. Changing a song or looking at a text means you’re not paying attention as to what’s ahead of you. Hood moves about in poor conditions. Headphone wires are not secure when running. c

9. Questionnaire

10. Results Analysis We have concluded from our results that: The majority of people who answered this questionnaire were Male. The majority of people who answered this questionnaire were in the age bracket 18 -24. All ages were represented. Many of the people listen to music while they jog. The most common problems people experienced while jogging were that their earphones kept coming out of their ears and that their headphone wires weren’t secure. Other problems included earphone comfortability, questionable sound quality and that the earphones would become easily unplugged.

11. Expanded Brief The problems we’ve decided to focus on are the earphone wires not being secure and the earphone buds falling out when jogging. Because these problems are linked together, we feel it’s best to create a product that addresses both of these problems. Therefore, our Expanded Project Brief is to create a product that would make jogging equipment (earphone wires and buds) more secure and less distracting when jogging. The product will be aimed at both Men and Women who are primarily in the 18 – 24 age bracket. The product must be easy and intuitive to use and it must also be aesthetically pleasing to look at. It must also look trendy and cool if it were to be primarily used by young joggers.