On my second day of conducting interviews, I identified a potential participant and chose to observe her interactions within the environment. Similar to my field-site observations of the physical space, I closely monitored her movements within the Starbucks cafe. I meticulously recorded every action taken by her and her friends, step by step, and continued to document the details. Upon delving into literature about research models, I opted to utilize the sequential data I had gathered. This approach enabled me to comprehend the participant's initial objectives, the challenges she encountered, the triggers she responded to, and the sequence of activities carried out during her visit. Utilizing sequential models facilitated the organization of my observations, allowing me to document them in the order they occurred and review my findings. This method streamlined the process of understanding consumer behavior, recurring activities within the space, and the objectives individuals aim to fulfill.

The identity model proved to be a valuable framework as it allowed me to delve into the connections participants forged with Starbucks and what motivated them to become frequent visitors over time. Unlike other models, I extracted quotes and paraphrased segments from interviews, dissecting the information they conveyed. This approach helped me discern the "core identity elements associated with the target activity" (Holtzblatt et al., 181).

Each person's experience was distinct, and everyone I spoke to had a unique goal when visiting Starbucks, whether it was grabbing a coffee before work, buying a gift card for a friend, or meeting classmates to savor their favorite beverages. This approach deepened my comprehension of the various values that Starbucks had cultivated.

Initially, I grappled with how to approach this model effectively, but as I delved further into identity models and their purpose, I came to realize that they are an excellent way to acknowledge the diverse approaches consumers adopt in performing an activity. The concepts of 'I plan, I am, I like' proved invaluable in breaking down and gaining insights into people's personal stories.

Exploring alternative models, I found that a physical model helped me better understand the interior architecture of the Starbucks cafe and how customers interacted within the space. By mapping the distances participants covered from the side entrance to key areas like the merchandise shelf, gift card section, deli case, cash register, seating, pick-up station, and main entrance, I gained valuable insights.

I noticed that regular visitors often used the side entrance to reach the merchandise counter quickly. Additionally, the strategic placement of the drive-thru window opposite the "pick-up" station facilitated efficient service for online orders.

This approach highlighted the significance of comprehending the cafe's physical layout to analyze interactions and flow. Physical models offer a comprehensive view of interaction hotspots, spatial layout, and space dynamics, enriching research perspectives.