Complexities and challenges of gathering

/in /by

This exercise is meant to highlight the complexities and challenges of gathering accurate market research.

Background:

You have been hired as a market research consultant for a very successful, urban restaurant considering expanding its menu to include some “unusual” foods.   You have been asked to conduct some interviews to understand more about consumer definition of “unusual” food.

 

Objectives:

Objectives of the interview are:

  • to find out how the person you interview defines unusual foods
  • to determine how s/he feels about unusual foods
  • to learn some of the foods that s/he has eaten that s/he considers unusual
  • to learn under what conditions s/he is most likely to eat unusual foods.

 

Method:

Find 3 people to interview. The interview should take no more 10 minutes. The topic guide below can be used to guide your questions.