Abstract:
A method and apparatus for collection of ethnographic data from a building housing a population, which includes modern surveillance equipment, marketing and other testing materials, and may comprise an agreement between the dormitory and a dormitory sponsor to collect ethnographic data and provide test products and other materials in a dormitory equipped as a real-world social laboratory. This synergy between dormitory sponsorship, dormitory management, and students allows for easy, organized and cost effective experimentation and data mining of the valuable student demographic with incentive to the parties involved.

Description:
BACKGROUND OF THE INVENTION 
       [0001]    1. Field of the Invention 
         [0002]    The present invention relates in general to the field of human subject monitoring for ethnographic research. More particularly, the present invention relates to identifying and adapting environs that are optimal for collecting ethnographic data. Such environs include those dwellings which have relatively constant turnover and demographic makeup, such as college dormitories and apartment buildings. The housing is adapted and utilized as a real-world social laboratory to collect ethnographic data from subjects while they go about their daily lives. In a preferred embodiment, such facilities include integrated monitoring and marketing facilities as well as data-mining and analysis methods that gather, store, and provide the information collected from these facilities. 
         [0003]    2. Background and Summary of the Invention 
         [0004]    Behavioral research with human subjects is typically done in a laboratory setting. This type of research is costly due to the expense of hosting the subjects while gathering the data. In addition, it is difficult to obtain subjects who are willing to devote lengthy times to onsite experimentation. 
         [0005]    Other methods of studying human subjects involve ethnographic research, wherein data is collected in the real-world. Field research in the outside world is also costly because it involves methods of gathering data from the subjects such as lengthy observations, recording, surveys, interviews, and panel discussions in focus groups. Typically, ethnographic research involves the researcher (ethnographer) living among the subjects and recording their activities in notebooks and audio recordings. As well, certain subjects (informants) may be interviewed at length to gather data that cannot be directly observed in real time by the ethnographer. Interviewing techniques, including surveys, may also be less accurate because the subjects are not observed, but are asked to answer questions and may have faulty recall or otherwise provide incorrect responses. The activities of the human subjects can also be affected by having the ethnographer in the midst of the subjects, leading to inaccurate observations. In addition, ethnographic research may also be lengthy requiring a space of time to introduce the testing materials and to gather data on the reactions of the subjects. 
         [0006]    Thus, ethnographers skilled in the art have found that factors, such as time, cost, and accuracy, are obstacles to providing useful, accurate, and inexpensive ethnographic data. Achieving improvements in ethnographic data collection, therefore, can serve to reduce cost, provide more accurate data, and save researchers&#39; time. 
         [0007]    Furthermore, it would be especially beneficial and valuable if improvements in ethnographic data collection could be achieved by leveraging certain common characteristics of a sought after demographic group. For instance, marketing firms, product manufacturers, and retail establishments have a keen interest in collection of ethnographic data from a key market demographic: students. In general, students are early adopters of new technology, styles, and ideas. As such, they are early indicators of changes in market tastes, as well as providing a large and relatively active market for various products. Because of their unique characteristics and buying power ethnographic data about students is a valued commodity. What the inventors have identified is that students also share a common characteristic that if leveraged properly can be utilize to achieve improvements in the collection of ethnographic data. Namely, students are often housed together in controlled environments, such as dormitories and housing projects. By applying technological advances in the collection of ethnographic data to a population that is both ethnographically desirable and ideally situated for ethnographic collection, a new apparatus for and method of gathering ethnographic data is provided. 
         [0008]    In one embodiment a method of collecting ethnographic data from a population in a building is provided. An identification attribute for at least one member of the population is identified. At least one area is provided within or proximate to the building, with a member detection device. The member detection device is utilized to identify the member when the member is within the area. Member activity information is compiled when the member is located within the area. 
         [0009]    These and other aspects and objects of the present invention will be better appreciated and understood when considered in conjunction with the following description and the accompanying drawings. It should be understood, however, that the following description, while indicating preferred embodiments of the present invention, is given by way of illustration and not of limitation. Many changes and modifications may be made within the scope of the present invention without departing from the spirit thereof, and the invention includes all such modifications. 
     
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         [0010]    A clear conception of the advantages and features constituting the present invention, and of the construction and operation of typical mechanisms provided with the present invention, will become more readily apparent by referring to the exemplary, and therefore non-limiting, embodiments illustrated in the drawings accompanying and forming a part of this specification, wherein like reference numerals designate the same elements in the several views. Preferred exemplary embodiments of the invention are illustrated in the accompanying drawings in which like reference numerals represent like parts throughout, and in which: 
           [0011]      FIG. 1  is a perspective view of a lobby with a coffee shop in a first embodiment of a dormitory for gathering ethnographic data of the present invention; 
           [0012]      FIG. 2  is a perspective view of a video viewing area of the present invention; 
           [0013]      FIG. 3  is a perspective view of a lobby with a front desk and a dormitory sponsor&#39;s product; 
           [0014]      FIG. 4  is a perspective view of a students&#39; apartment of the present invention; 
           [0015]      FIG. 5  is a perspective view of an exercise room of the present invention; 
           [0016]      FIG. 6  is a flow chart of a method of the present invention; 
           [0017]      FIG. 7  is a block diagram of the dormitory ethnographic data collection apparatus of the present invention; 
       
    
    
       [0018]    In describing the preferred embodiment of the invention which is illustrated in the drawings, specific terminology will be resorted to for the sake of clarity. However, it is not intended that the invention be limited to the specific terms so selected and it is to be understood that each specific term includes all technical equivalents which operate in a similar manner to accomplish a similar purpose. For example, the word connected, attached, or terms similar thereto are often used. They are not limited to direct connection but include connection through other elements where such connection is recognized as being equivalent by those skilled in the art. 
       DESCRIPTION OF PREFERRED EMBODIMENTS 
       [0019]    Specific embodiments of the present invention will now be further described by the following, non-limiting examples which will serve to illustrate various features of significance. 
         [0020]    The following embodiments are intended merely to facilitate an understanding of ways in which the present invention may be practiced and to further enable those of skill in the art to practice the present invention. Accordingly, the examples should not be construed as limiting the scope of the present invention. The present invention and the various features and advantageous details thereof are explained more fully with reference to the non-limiting embodiments described in detail in the following description. 
         [0021]    Referring now to  FIG. 1 , in the preferred embodiment  10  a portion of a lobby  12  and a coffee shop  14  within a student housing complex, such as a dormitory, is shown. The lobby has a video viewing device such as televisions  16 ,  17  along with a device for recording video and audio in the form of a video surveillance camera  18  proximate to the television  16  such that the viewing audience of television  16  (not shown) can be monitored for gathering ethnographic data. The coffee shop  14  has an entryway  20  having an identifier detection device  22  that detects the student  24  having student identifier. In one example, the identifier detection device  22  utilizes a wireless technology, such as Wi-Fi or RFID to determine that the student is located in a particular area. For instance, a student could wear an identifier, such as a bracelet  26  having an RFID tag that would communicate with an identifier detection device  22 , such as an RFID tag reader, while student  24  is in a particular location. In another example, the wireless detection device  22  could be a Wi-Fi transceiver with functionality that would identify when a user connected to a Wi-Fi network. In another example, the identifier could be an application that interacts with a GPS chip or functional block on a portable electronic device. Such application could notify a server (acting alone or in combination with the application or GPS functionality as identifier detection device  22 ) that student  24  is present in a location. In a further example, student  24  could manually inform identifier detection device  22  of their location by means, such as swiping a key fob or identification card, entering a user name and password into a terminal, or identifying their presence or entering their location into an application on a mobile phone or portable device. 
         [0022]    Continuing to refer to  FIG. 1 , in one example, the student  24  is detected when she is in a particular vicinity of detection device  22  such as when she leaves the coffee shop (as shown) or upon entry. The information detected comprises a unique identifier that is read from the student identifier  26 , which can be associated with additional information such as a time and date stamp and a location. In addition, a purchased product  25  can have an identifier and can also be detected by identifier detection device  22 . 
         [0023]    The retail unit coffee shop  14  in one example  10  comprises a sales terminal such as cash register  28  and an identifier detection device  22 , such as card reader  44 . In an exemplary retail transaction the student  32  purchases an item (not shown) using student identifier  34 . The student identifier  34 , a dormitory or campus-based debit or credit card which identifies the student, is swiped in card reader  44  and captures the student&#39;s identity, cost of the transaction, and the item(s) purchased. This information can be associated with additional information such as a time and date stamp and the coffee shop  14  location. The video surveillance system  30  may also capture more associated information such as the content of the conversation between student  32  and cashier  36 . Images and audio from the video camera  30  may also be used to identify the students based upon facial recognition and voice recognition. In addition, the coffee shop  14  contains point-of-sales media such as the coffee advertisements  38 ,  40  which may be displayed as still media or video playback under the control of a media server (or other server, neither is shown). Finally, the coffee shop may contain point-of-sales branding  42 , which is a mark—either a third party mark such as a dormitory sponsor or a mark from the property owner or management. All of the above information, including the video, audio, transaction details, entry/exit from coffee shop, and the point-of-sales media and branding displayed, can be added to the database and associated with the unique student or students to form a portion of the ethnographic data that is gathered in the preferred embodiment  10 . The information is transmitted to the database server by video surveillance devices  18 ,  30  and detection device  22 , which are connected via a hard wired cable or wirelessly to a computer network having access to the database server (not shown). The structure of the computer networks and various clients and servers therein will be detailed in  FIG. 7  below. 
         [0024]    Turning now to  FIG. 2 , in one embodiment  50  a portion of a video viewing area such as television room  52  within student housing, is shown. The video viewing area  52  could be a portion of a lobby, a dedicated viewing room such as a theatre room, or within the confines in a student&#39;s personal living space such as a living room. Students  54 ,  56  are shown seated on couch  58 . Student  56  is listening to a portable electronic device  60 , either a mobile phone or a media player with wireless functionality. Student  54  has laptop  55  and is viewing television  64  which is connected to a media server  66 . Media server  66  serves movies, advertising, other video/audio content, and provides games as a gaming console and is connected to a local computer network (not shown) with wired connection  70 . The television  64  and media server  66 , along with remote control  65  and game controller  67  form entertainment system  68 . 
         [0025]    Continuing with  FIG. 2 , media server  66  controls the available media for television  64  and may also receive video and audio information from video surveillance device  67  mounted over television  64 . Information is gathered by the media server  66 , such as the program and advertising content, viewing selections and durations (from selections made by remote  65 ), games played (from game controller  65  while playing), time and date stamp, identity of the student(s), video and audio recordings of the viewers, and so forth. This information is transmitted to a database server via cable  70 . 
         [0026]    Still referring to  FIG. 2 , in one embodiment identifier detection device  62  is shown mounted inside couch  58 . In one example, the detection device  62  is a wireless transceiver, such as a wireless router or wireless network access point that is capable of interacting with a personal computer  55  or other electronic devices (e.g. cell phones, personal electronic devices, gaming consoles, etc.). Such devices typically have a media access control number mobile access ID (MAC ID) or other unique identifier that can be utilized to identify a person. For instance, a database can be configured to cross reference device identifiers with individuals who own such devices. In other embodiment, each user could have a unique password used to communicate with the identifier device. 
         [0027]    The detection device  62  in the example shown is connected to a local computer network or the Internet and transmits information to a server having a database (not shown). The detection device  62  is used to detect student  56  who is using mobile phone  60 , either when the phone is in the vicinity of the detection device  62  or the phone is placing a call or connects to the Internet. In this capacity, detection device  62  acts as a wireless network access point for communication of data and voice, and is capable or storing and logging information about these communications and identifying the student involved via a unique electronic serial number (ESN), or other identifier on her mobile phone  60 . In one example, detection device  62  can also detect other identifiers, such as smart labels or RFID tags which are RF responsive devices that may be integrated or attached to an article such as clothing (not shown). Smart labels have previously been associated with a student in the database along with a unique identifier for the smart label. Thus, the tags and labels can serve as student identifiers as well as generate ethnographic data about the students&#39; product purchases and usage. Finally, a student may be fitted with an implanted ID chip (thus, nearly always identifiable) or detected by the manual entry of some ID. For example, in order for student  54  to play a game or watch a movie on television  64 , he will use either the remote  65  or the game controller  67  to enter a unique access code which is associated with him. The game console  66  receives the identifying information which is transmitted to the database server as before. 
         [0028]    Turning now to  FIG. 3 , what is shown is a portion of the main lobby of a student dormitory in another preferred embodiment  80 . The lobby contains a number of video viewing devices: flat-screen television  82 , video displays  84 ,  86 , and computer monitor  90 . In this embodiment, each video viewing device has an associated video surveillance system:  92 ,  94 ,  96 ,  98 ,  100 . The association between the video screens  82 ,  84 ,  86 ,  88 ,  90  and the surveillance cameras  92 ,  94 ,  96 ,  98 , 100  allows the gathering of data that comprises student activities in response to what is shown on the screen. For example, student  102  can be recorded while reacting to what he is viewing on video display  86 , which is captured by video camera  98 . Similarly students  104 ,  106  can be recorded by camera  100  watching monitor  90 . As well, video surveillance cameras  92 ,  94 ,  96 , and  98  may be used to view the dormitory sponsor&#39;s product placement automobile  108 . But note that it is not mandatory that each video viewing device has a surveillance camera, or vice versa. 
         [0029]    Still referring to  FIG. 3 , student activities surrounding automobile  108  can also be recorded by video surveillance cameras and audio surveillance devices such as a parabolic microphone (not shown) that are inside automobile  108 . For example, students  112 ,  114  may be recorded verbally or visually reacting to car  108 . Students  112 ,  114  may be identified by facial recognition in the video surveillance footage, or by RF-based identifiers such as the mobile media player  116  of student  112  which is detected by identifier detector  118 . 
         [0030]    Continuing with  FIG. 3 , student activities and transactions at the front desk  120  may be recorded by any nearby video surveillance  92 ,  94  as well as with card reader  122  which reads some form of student dormitory identifier. The front desk student  104  may also interact with the surveillance equipment and database(s) for security or maintenance purposes using desktop computer  124 . In this preferred embodiment  80 , identifier detection device  118  and video surveillance devices  92 ,  94 ,  96 ,  98  are wireless network appliances capable of streaming video and audio directly to a server on the dorm LAN or the Internet, while the desktop computer  90 , television  82  and the video viewing devices  84 ,  86 ,  88  are wired to a computer and/or cable network with electrically or optically conductive cables (not shown). It should be understood that the type and numbers of connections be they wired or wireless; copper or fiber optic; cable, telephone, or Internet can be varied amongst the preferred embodiments of the current invention while remaining within the scope of the claims. Finally, the lobby of the preferred embodiment  80  also provides controlled branded and advertising content such as the display of mark  126 , and video and still content advertisements that may be displayed on any of the video viewing devices such as wall-mounted video displays  84 ,  86 . 
         [0031]    Turning now to  FIG. 4 , a preferred embodiment of a students&#39; interior residential unit  130  is shown. The main personal living space is living room  132  having television  134 , video surveillance devices  136 , media server  138 , and wireless network access point  140  with computer network connection  141 . Student  156  uses remote  158  to control the display of television  134  (either controlling the TV  134  directly or the connected media server  138 ), while video surveillance unit  136  records his activities. In addition, information about student selections such as programs and advertising viewed, and duration of viewing can be captured by remote  158 , the television  134 , and media server  138 . Information from these sources is then sent via network access point  140  to the database server. Still referring to  FIG. 4 , the unit  130  also comprises an entry  142  having a door  144 , an access device such as room key reader  146 , a video surveillance camera  148 , and an identifier detector device  150 . A student  152  entering entry  142  swipes room key  154 , thereby opening the door, identifying himself, and generating a transmission of his entry information (identity, time/date room number, etc.) from the card reader key reader  146  to network access point  140  where it is transmitted to the database server. Similarly, when the student tenants  152  or  156  leave the apartment  130  identifier detector  154  will remotely detect a variety of student identifying devices such as the key card  154 , laptop, mobile phone, MP3 player, tablet, smart label, or other radio frequency identifier (RFID) as explained above. The exit information is logged and sent to the database server as part of the ethnographic data. 
         [0032]    Continuing to refer to  FIG. 4 , the ethnographic data may also comprise information about the products that the students purchase and otherwise use in their household. The living unit  130  has a bathroom  160 , kitchen  162 , first bedroom  164 , and second bedroom  166  comprising various amenities and storage spaces. For example, kitchen products are stored in a cupboard or cabinet  168  and a refrigerator  170 , and personal articles are stored in a closet  172 , drawer  174 , or bathroom cabinet  176 . These articles and products may be identified by an RFID or a smart label by the identifier detector  150  when they are brought in to the apartment, used within the apartment, and removed from the apartment. In addition smart appliances such as refrigerator  170  may read the RFID or UPC code and transmit the information to the server database. Similarly, articles stored in cabinet  168 , closet  172 , drawer  174 , bathroom cabinet  176  may all be tracked by local identifier detectors (not shown) to determine their unique identifiers and gather information about their entry, use and expiry, and then transmit the information to the database server. 
         [0033]    Still referring to  FIG. 4 , the type of product monitoring described above not only associates personal products with a student for identification purposes (such as when worn or carried outside of the apartment), but it also enables cradle to grave monitoring of smart labeled products and smart appliances that are designed to report their information, usually wirelessly. For example, smart refrigerator  170  may detect a decrease in its coolant, or an increase in its interior temperature and report this condition to a server where a maintenance request can be generated automatically. Thus, this type of in-built monitoring is a boon to the dormitory maintenance, decreasing service times, food spoilage, and other costs. In another example, student  156  uses a student identifier credit card to purchase an Apple TV® media server  138  from dormitory sponsor Apple®. The device  156  has an RFID tag which is detected and recorded when it enters the room  130  by detector  150 , carried by student purchaser  156 . The media server  138  collects information about its usage, which is received by the database server. Thus usage of the device is tracked. However, before the lease of student  156  ends the Apple TV®  138  is removed from the apartment  130  after a failure was self-detected, but the device  138  was not repaired. Instead, it was replaced by another company&#39;s media server. A survey is dispatched to the student  156  inquiring as to the reasons for dissatisfaction with the product  138 , and offering a rebate on their next purchase. 
         [0034]    Referring now to  FIG. 5 , a preferred embodiment of a students&#39; exercise room  180  is shown. The exercise room contains various exercise devices such as stationary bicycles  182 ,  184 ,  186 , treadmills  188 ,  190 ,  192 , and weight lifting equipment  194 ,  196 . In addition there are wall-mounted video screens  198 ,  200 ,  202  respectively associated with video surveillance cameras  204 ,  206 ,  208 . In addition there is an identifier detection device RFID detector  210  in entranceway  212  and there are individual identifier detection devices associated with exercise equipment such as detector  214  in stationary bicycle  182 . When student  216  is using bicycle  182  the detector  214  detects some student identifier (which can be a variety of devices as described above). The usage by student  216  is recorded and transferred via a computer network to the database server. Similarly, student  218  using treadmill  192  may be detected by a detector  210  in doorway  212  when he enters the exercise room  180 , and he may be detected while using the treadmill  192  by a detector in or on the treadmill  192  (not shown). While exercising the students  216 ,  218  in the exercise room  180  generally view a video screen  198 ,  200 ,  202  while a video surveillance camera  204 ,  206 ,  208  monitors the activities of the students  216 ,  218  and their reactions to the media displayed on the screen as well as their equipment usage. This data is gathered and transmitted to the database server as ethnographic data. Other embodiments may have other detectors such as a device for reading a student ID (not shown). 
         [0035]    Referring now to  FIG. 6 , a preferred embodiment of a method of collecting ethnographic data  220  is shown as a flowchart. The method of the preferred embodiment  220  comprises steps of: 1) the building-controlling entity (such as the owner or management of a dormitory) obtaining a contract with a sponsor wherein the agreement comprises the supply of ethnographic data from the dormitory in exchange for some type of consideration (typically remuneration) from the dormitory sponsor  222 ; 2) the dormitory entity obtaining informed consent agreement from the students (and also the students&#39; parents if any are minors) that allows the collection of the students&#39; ethnographic data in exchange for subsidizing their dormitory expenses or other consideration  224 ; 3) a unique database key (identifier) is associated with each student  226 ; 4) a unique student identifier is given to each student (such as an ID card with identifier encoded on a magnetic or optic strip)  228 ; 5) the student is subsequently identified while in the dormitory or dormitory grounds  230 ; 6) the student activity information is recorded or otherwise gathered  232 ; 7) the information is transmitted to a server having an ethnographic database  234 ; 8) the information is stored in the server&#39;s ethnographic database using the student&#39;s unique database key  236 ; and 9) the dormitory controlling entity supplies the collected ethnographic data that was contracted for in step 1) to the dormitory sponsor. Note that steps 5-8 are repeated multiple times for multiple students  240 . 
         [0036]    Turning now to  FIG. 7 , in one embodiment  250  a block diagram of the invention is shown as a computer network with connected devices. The dormitory network  252  in one example is comprised of locations containing video display(s)  254 , surveillance camera(s)  256 , identifier detector(s)  258 , a computer network access point  260 , and server and/or surveillance storage  261 . The locations can be dorm room(s)  262 , a lobb(ies)  264 , retail unit(s)  266 , exercise room(s)  268  as well as other locations not shown (such as the dormitory entrance, grounds, study room, dining area, etc.). Each location in one example is connected to the dormitory&#39;s local area network  270  which allows access to one or more database servers  272  having ethnographic database(s)  274 . Each dormitory  276  has one or more database servers  272  which are connected to a larger computer network  278  which can be a private network or the Internet. In one example, a central server  280  has a master ethnographic database  282 , which consolidates the data from the dormitory server databases  274 . 
         [0037]    All the disclosed embodiments are useful in conjunction with collecting ethnographic data such as are used for the purpose of marketing research, or for the purpose of sociological research, or the like. There are virtually innumerable uses for the present invention, all of which need not be detailed here. All the disclosed embodiments can be practiced without undue experimentation. 
         [0038]    Although the best mode contemplated by the inventors of carrying out the present invention is disclosed above, practice of the present invention is not limited thereto. It will be manifest that various additions, modifications and rearrangements of the features of the present invention may be made without deviating from the spirit and scope of the underlying inventive concept. 
         [0039]    For example, the dormitory could be enhanced by providing infrared, ultrasonic and other detection devices, GPS, and mobile-based applications, all to more carefully track the movements and activities of the student population either within building or throughout a campus area. 
         [0040]    Moreover, the individual components or constructed in the disclosed configuration, but could include various combinations of surveillance and detection devices, computer networks, and living quarters. Furthermore, all the disclosed features, elements, and steps of each disclosed embodiment can be combined with, or substituted for, the disclosed features, elements, and steps of every other disclosed embodiment except where such features are mutually exclusive. 
         [0041]    It is intended that the appended claims cover all such additions, modifications and rearrangements. Expedient embodiments of the present invention are differentiated by the appended claims.