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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