TheBTeam Field Research

22 نوفمبر
2010

Research Questions and On-Campus Interviews:

Some questions we asked dining hall patrons to consider:

What influences the type and amount of food someone chooses?

What factors contribute to food waste in dining facilities?

What are the main reasons customers leave food on their plates?

How does the dining environment affect the food experience and the food itself?

Responses:

“Sometimes there will be a food I want to try because it looks pretty good, but then when I put some on my plate and eat it it isn’t good at all. It just ends up sitting there.” -Victoria Falk

“When I walk in and I’m really hungry I take a lot of food, then I realize I wasn’t actually that hungry after a while and I just don’t finish all the food.” – Brijal Patel

“When I get my food I just kind of take a spoonful or two without really thinking about it that much.” – Nate Damen

“I think people don’t really know what they want so they just grab a bunch of whatever. When they sit down they realize that they really only wanted a few of the things they got.” – Alex Irlik

Additional Questions:

What do you like the most about the dining hall?

What do you dislike about it?

Do you think there are enough options available?

What about for vegetarians and special cases?

How long does it generally take you to get food and sit down?

Do you generally like to eat the same thing everyday or do you try new things?

Responses:

“There’s usually a good amount of choices, including vegetables and stuff.”

“I wish they had more fresh fruit at all times, not just during breakfast.”

“I’m vegetarian and if I get to the dining hall late, all the vegetarian food is gone and I have to really look for something to eat.”

“I’m always a bit hesitant to put something on my plate if I don’t know what it is.”

“I get tired of having the same food all the time so I like the option of having many different choices.”

“I kind of do a quick run-through of all the lines before i actually grab a plate.”

“I go straight for the pasta line because i can ask the chef for a uniquely made dish.”

General Observations:

  • The food choice and layout seems a bit overwhelming upon first entering the cafeteria area.
  • Some food items do not have labels
  • It is sometimes difficult to tell which items are vegetarian or vegan
  • Many of the plates with leftover food consist mostly of side items such as vegetables or rice
  • The dining hall employees do not usually leave food waste on their plates
  • Most people pick up a little bit of everything as they proceed down the food line
  • The food lines in the center are more frequented and have longer lines
  • When in line, there is some amount of pressure from the people behind you to move along the line, which doesn’t give much time for thoughtful choices, and causes you to feel rushed

Chart of reasons for food waste based on IGD The food and grocery experts:

3 تعليقات to TheBTeam Field Research

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ShabiG

نوفمبر 23rd, 2010 at 12:26 م

Please expand on your research findings and please upload all your findings on the site. Right now this is very sparse. Rethink the questions that you are asking people, try and ask them questions about their personal experience rather than asking them questions as if they were experts. It will be hard for day to day consumer to answer “What factors contribute to food waste in dining facilities?” That is not something that they are concerned with. It is more effective to ask them question about their own activity.

Remember that consumers aren’t always great at articulating and expressing themselves verbally, it is just as important to listen to what people DON’T say as it is to listen to what they do say. I suggest simply sitting in a cafeteria and watching people through the activity of buying food, eating, and throwing away. This type of research will lead to insights that can provide potential concepts.

Please let me know if this is not clear I would be happy to meet to discuss.

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ShabiG

نوفمبر 25th, 2010 at 2:08 م

take a look at the power point that I presented on Innovation: http://rand.gatech.edu/wp-content/uploads/2010/11/What-is-Innovation1.pdf. This will give your team a good idea of what type of information you want to gather and document from your research. Through the research, Capture what people do, how they behave, document other objects that are involved in the experience, document the environmental characteristics that affect the experience, document the messaging and signage that helps guide people, document the services if any that are being provided as part of the experience. Additionally document your own personal experiences, how did you feel, were you confused, stressed, where did you look for answers, ect

The more you document the more insights your group can gather which will lead better brainstorming and ideation.

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TheBTeam

ديسمبر 2nd, 2010 at 2:58 م

We have posted more of our field research in the updated post, please let us know if this is substantial enough.
Thank you!

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