PRIMARY RESEARCH
The activity was sent to the group, and interviewees ' answers and reasonings were discussed during the interview.
The in-depth interviews were instrumental in understanding the perceptions and behaviors of the target profile. The group followed the discussion guide below, but if a meaningful insight was uncovered, it was explored more in-depth before resuming the interview. Participants were asked multiple times to describe their experiences and evaluate them. They were also asked to describe their journey to fine dining restaurants. Having them explain these processes in their own words helped the group paint a picture of the target’ s journey and how Ruth’ s Chris can use this to efficiently interact with the target.
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