Setting the Table:
INTRODUCTION TO
Over the course of about three weeks, primary qualitative research was conducted through one ethnography and nine in-depth interviews. These methods allowed the team to peek into the target profile’ s mind by exploring their perceptions, thought processes and attitudes toward Ruth’ s Chris and the fine dining category in general.
First, the team conducted in-depth interviews. The participants consisted of six males and three females, all of whom fit into our target profile and passed the pre-interview screener. Each interview took place over the phone and lasted about 30-45 minutes total, with three group members present. Prior to the phone call, participants completed a pre-interview activity that examined how they associate special occasions( birthdays, graduation, etc.) with different competitors of Ruth’ s Chris.
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