IN-DEPTH INTERVIEW
Discussion Guide
Post-Dining Attitudes( 3 minutes)
• How do you feel after visiting a fine dining restaurant? o PROBE: Was it worth the cost? o PROBE: Happy with your decision? o LOOK FOR: Listen for feelings-- anxiety from spending too much? Happy with your experience?
• Do you typically recommend restaurants to friends / family? o PROBE: What would make you recommend a restaurant to a friend? o PROBE: How do you recommend a restaurant?( word of mouth, check-in on Facebook, post to Yelp, etc.) o PROBE: Do you like to visit the same restaurants over and over or do you like to try new things? o PROBE: How do you hear about new restaurants?
Overall Attitudes and Opinons
• Can you describe to us what your fine-dining experience looks like? Begin at the planning phase through post-dining experience. o LISTEN FOR: Touchpoints, recommendations, influences o Identify: Each individual step Emotions associated Motivation( internal / external)
I Is this a weak point for the brand?
• What are the first 4 fine-dining restaurants that come to your mind?
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