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An ethnographic user study of the older customers’ supermarket shopping experience in the UK 2015

An ethnographic user study of the older customers’ supermarket shopping experience in the UK 2015
An ethnographic user study of the older customers’ supermarket shopping experience in the UK 2015
This is an international collaboration research project, which aims to investigate the challenges and difficulties that elderly consumers face during their supermarket shopping process in two different countries. The research will be conducted through focus groups, user studies, questionnaires and design workshops. It will help explore the way in which supermarket service and environment design currently operates and can therefore be improved upon in order to provide a better experience to elderly consumers in the United Kingdom and China. Practically, this project intends to provide empirical evidence and practical design solutions by obtaining first-hand, accurate and comprehensive research data. Strong academic and industrial collaboration will provide a high level of international research with an excellent impact factor. The collaborators include Brunel University, Tsinghua University (China), Centre for Research on Ageing at University of Southampton, and Sainsbury’s. Data collection consists of (1) four focus group discussions with 4-6 participants in each (22 in total), (2) diary cards, (3) inspection cards and (4) 29 background interviews and 29 first post-shopping interviews. This ethnographic user study aimed to investigate older customers’ supermarket shopping experience, so as to explore issues and challenges they face during a holistic shopping process and make recommendations for retailers to improve their service for this customer segment in the UK.
Older customers, retail service, ethnographic study, shopping
UK Data Service
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
Waight, Emma
95f34ae0-4979-4722-8789-f917d85d4b9c
Yin, Yuanyuan
cdb7e6d5-a9d9-4ecc-bbaa-a10ea4350f39
Waight, Emma
95f34ae0-4979-4722-8789-f917d85d4b9c

Waight, Emma (2018) An ethnographic user study of the older customers’ supermarket shopping experience in the UK 2015. UK Data Service doi:10.5255/UKDA-SN-853083 [Dataset]

Record type: Dataset

Abstract

This is an international collaboration research project, which aims to investigate the challenges and difficulties that elderly consumers face during their supermarket shopping process in two different countries. The research will be conducted through focus groups, user studies, questionnaires and design workshops. It will help explore the way in which supermarket service and environment design currently operates and can therefore be improved upon in order to provide a better experience to elderly consumers in the United Kingdom and China. Practically, this project intends to provide empirical evidence and practical design solutions by obtaining first-hand, accurate and comprehensive research data. Strong academic and industrial collaboration will provide a high level of international research with an excellent impact factor. The collaborators include Brunel University, Tsinghua University (China), Centre for Research on Ageing at University of Southampton, and Sainsbury’s. Data collection consists of (1) four focus group discussions with 4-6 participants in each (22 in total), (2) diary cards, (3) inspection cards and (4) 29 background interviews and 29 first post-shopping interviews. This ethnographic user study aimed to investigate older customers’ supermarket shopping experience, so as to explore issues and challenges they face during a holistic shopping process and make recommendations for retailers to improve their service for this customer segment in the UK.

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More information

Published date: 30 July 2018
Keywords: Older customers, retail service, ethnographic study, shopping

Identifiers

Local EPrints ID: 433029
URI: http://eprints.soton.ac.uk/id/eprint/433029
PURE UUID: 342fbf61-9983-4261-ab48-f34ccb83ec32
ORCID for Yuanyuan Yin: ORCID iD orcid.org/0000-0002-2109-0135

Catalogue record

Date deposited: 06 Aug 2019 19:12
Last modified: 24 Nov 2022 02:43

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Contributors

Owner: Yuanyuan Yin ORCID iD
Creator: Emma Waight

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