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Time and Motion Studies Basel Miami Art Fair 2005
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Basel Miami 2005, Case Study

Nine time and motion studies were completed  at Art Fair Basel Miami by Lillian Fellmann and Holly Crawford. A third and fouth investigator have so far not tunred in their date.
 
These time and motion studies, otherwise known as tracking, were conducted over the 4 days.  The purpose was to understand peoples movements in and around the art fair. Each investigator used slightly different criteria.  Basically people were chosen fairly randomly  and their path around the fair  noted on the map of the hall along with any other relevant observations.  The maps and noted observations have been uploaded here.  No further analysis  of this data has yet been done. This is part of a larger study, a published monograph,  that will be forthcoming in 2006.
 
 
Time and Motion Studies:

Raw DATA

 
Lillian Fellmann's  Data:
 
Tracking 1: Criteria--Chasing Money (who looks the richest)
Time: Started at  5:48 p.m at Entrance A  and ended at  6:02 p.m.
 
Four different couples traveled together. The made two short stops in  B8-Fontana Gallery and then again at J2-Davidson. 
At 6:02 they moved our of the exhibition hall and into the Collectors Lounge. This is when this observational study was completed.
 
Tracking 2:
Criteria: Tracking the Poor
Time: 7:49 pm --8:01 pm
 
A young couple was tracked through the exhibition hall. They
entered at Entrance A moved through the center of the hall to Entrance D. At that point they turned left to the end of the hall and then right down the far right path.  They were then seen entering a service area.
 
Tracking 3:
Criteria:Curator--Chasing Hans Ulrich Obrist
Time: 1:40 -1:50pm
 
The curator was spotted just outside X11--PAC. Fellmann attempted to follow the subject and observe and record his behavior.  This was accomplished by first following the real person and than as a ghost (or memory of him in my head).
 
The subject covered a large section of the hall but was not seen entering any spaces. 
 
 
Holly Crawford's Data: 
 
Criteria: randomly selected people tracked for 10 minutes
 
Tracking 4:
Time: 12:42 pm. to 12:49 pm
 
Started tracking two men and one women who entered the hall at entrance D.  The immediately turned right and wondered through the magazine section and then turned left. The walked briskly  all the way to space B18-Koyama. At that point they enter that space and  stared at an large abstract painting.
 
Tracking 5:
Time: 2:27 pm - 2:37 pm
4 people--two men and two women
(Observer suspects that they might be related, but this was not confirmed. No contact was made.)
 
The group entered at Entrance D and  wandered back and forth between the front galleries. They entered 3 galleries. The older man seemed the most interested in the work.  The woman, who appeared to be the wife, spent most of the time waiting for the man to re-emerge from the space and move to the next space.  They first went into J7 (Landau) and then crossed into  J9 (Gray), then moved to  H9 (Gmurzynska). At H9 (Gmerzynska) the man engaged one of the dealers.  Then they moved to H10 (Pace Wildenstein).
 
Tracking 6:
Time  5:36- 5:46
2 people--a man and a woman
 
The couple was randomly picked up between H 11 (Fisher) and H13 ( Hufkens). They wandered around that section and finally entered  H16 (Yares). Then the moved  on to G7(Weber Jamlieh) and G6 (Greve).  Then they preceeded to  the middle at which point the back tracked to E 11 (Marian Goodman). They cut through E 11(Marian Goodman) and emergered, move slightly left and then turned and headed into  E13 (OMR).
 
Tracking 7:
Time: 1:48- 1:57
a man and a woman
 
They entered at entrance A.  They preceeded right to N2 (Gelink) crossed over to  A3 ( Arndt & Partner). Then they moved on to N6 (1301 PE), next stop was A2 (Benzacer) then on to  N9 (Johann Konig) and then next door to N10 (Helwig). At that point they turned the corner and glanced at the work in the galleries on the left without stopping.  At the corner they turned into B2 ( Blum & Poe) then they moved onto  B6 (Boesky). Then the quickly moved to B9 (Stephen Friedman) and then B13 (De Carlo). The observation time ended as they entered  B14 (Marks).
 
Tracking 8:
Time: 2:37-2:46
 One man on a cell phone
 
I started tracking him as he wandered  down the hall between H11 (Hufkens) and H12 (Werner). He turned the corner and and wondered to the corner of  J11 (Krugler).  At that point he entered J11 (Krugler). He was still on his cell phone. Then he exited and moved to the D entrance.  He paced back and forth while talking on his cell phone. He then turned and moved out of the exhibition hall. He was still talking on his cell phone.
 
Tracking 9:
Time: 2:41 to 2:48
Two men entered  at entrance D. They looked around and decided to buy a glass of champagne. They they entered J18 (Aquavella) looked around and crossed over to  J9 (Gray).  At this point I suspect that they noticed me watching them. I moved into J10 ( Hopkins Custot). I then noticed that they moved into J11 (Krugler)...at this point when I was trying to not look at them I lost them.
 
 
 
 

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