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interview & insights

Research Question

  1. How do women in San Francisco shop for organic produce?

  2. How do women in San Francisco find farmers markets?  How do they make purchases

Hi, My name is Hye Min Lee. I am doing research and interview for my app design project. 

Introduction

  • Name

  • Age 

  • Job  

  • How often shop  for grocery

  • Family

Participant Background

Main Questions

  • Do you prefer health food? Reason?

  • What kinds of fresh produce do you buy (e.g., fruits & vegetables)?

  • Where do you buy them?

  • When browsing, how do you select them?  How do you determine which ones are good and which ones are bad?

  • When do you go to each type of store/market?

  • What's easy about buying fruits and vegetables?  What's most challenging?

  • Do you have any experience with a  market? How was it? 

  • How do you get information about farmers marketw?

  • What Is not convenient?  

Dream Questions

  • What would you consider the most important when you shop for groceries

  • If you could shop at the farmers markets, what is the first reason to choose  farmers' markets?

  • Is there anything else you would like to say about farmers markets or grocery shopping experiences?

Wrap up

Insights

  •  There is inadequate and unorganized information about farmers markets.

  •  People think farmers markets are more expensive than other grocery stores.

  •  People do not know what kind of vendors are in farmers markets.

  •  Limited choices of products are one problem.

  •  Hard to compare price and quality of products.

Interviewees

  • 28 graduate student, Part time job. Once a week.

  • 33 store manager. 1 kid, Full time job. Once a week.

  • 34 housewife 1 kid. Twice a week.

  • 38 housewife and part time illustrator, 1 kid Once a week

  • 29 college student no job, Once a week(almost)

  • 28 college student part time job. Once a week

  • 31 officer 2 kid, Full time job, Twice a week

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