Primary Research
To better understand my problem space, I conducted 1-on-1 interviews with 4 parents who have children living at home and reside in Toronto. From the information I gathered through my interviews, I took relevant statements from each interviewee and categorized them into individual pain points, motivations, and behaviours. I then used affinity mapping to identify specific themes and key insights.From my affinity map, I identified Theme 1 as my key insight.
Key Themes
1.
Theme: Access to coupons, promotions, and rewards
Insight: Parents are open to the idea of using coupons and taking advantage of promotions but find them inaccessible and annoying to collect and organize.
Key Themes
2.
Theme: Food Quality
Insight: Parents value the quality of food they’re buying alongside value when shopping for their families.
Key Themes
3.
Theme: Price is a key factor
Insight: Price is the most important factor in the grocery buying experience and increased prices have shifted buying habits.