Planeteers Qualitative Research

Open & Coaxial Coding

Analysis

As part of our research, we interviewed multiple groups of people who are affected by our problem statement. We interviewed consumers, grocery managers, and farmers. We placed out key concepts from the interviews and grouped them by challenges.

We noticed that no matter what group we interviewed, each of them cared about price and quality. Grocers and farmers aim to sell quality products while minimizing the price to grow or buy the products and reduce the amount unsellable food. Consumers, on the other hand, were focused on getting the best "bang for their buck."

To get a better sense of consumer opinion and mindset, we decided to interview people at different type of grocery store and in different locations. Interestingly, the store did not matter as much as who the person we interviewed was shopping for. From the research we conducted we discovered that individuals shopping only for themselves cared more about price. Meanwhile, those shopping for a family (2+ members) paid more attention to the quality of the produce.

Problems that we encountered during the interview process were consumers not knowing what the term "sustainability" means in terms of produce and individuals not wanting to be interviewed. With those who agreed, we were able to get a variety in regards to age, gender, and race in all the locations we chose.

Affinity Diagram