IN-DEPTH INTERVIEW
Discussion Guide
Purpose: We want to gain an understanding of 25-35 year old’ s emotions, thoughts and behaviors during the consumer journey processes before, during and after dining at Ruth’ s Chris Steakhouse.
Introduction( 1-2 minutes) Hi, my name is _______, and behind me to take notes is _______. We are students at the University of Missouri conducting research for one of our journalism courses. If you are willing, I would like to ask you some in-depth questions that should take no longer than 20 minutes. To clarify, fine dining caters to an upscale clientele and provides the highest quality of food. A fine dining restaurant has a formal atmosphere, is almost always a sit down restaurant, and has a fancier menu than most restaurants.
Describe Yourself( 2-3 minutes):
• Tell me a little bit about yourself … o PROBE: Understand their happenings and who surrounds them daily
• Walk me through your daily routine … o PROBE: How is it different on the weekends?
• Would you consider yourself a foodie? o Do you follow food accounts on social media? o Do you enjoy cooking shows?
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