The reason for this research
Partnership for a Healthier America is a national nonprofit establishing food equity by increasing affordable food access in under-resourced communities. They have partnered with Nilus, which successfully increased food access and created jobs in Buenos Aires and Mexico City. Both companies seek to see if a Nilus's model can be applied to the Miami area, particularly in the city of Hialeah and Flagami and Little Havana neighborhoods.
Scope
Exploratory and contextual research activities with potential users of the Miami Hispanic community, (especially residents of Hialeah, Little Havana, and Flagami); in order to understand their motivations, expectations, user barriers, and pain points in the current process of acquisition and consumption of groceries and appliances, as well as to validate our hypotheses and generate insights that would help us understand the viability of bringing a Nilus model to Miami.
Mapping the user journey of a grocery purchase and consumption based on the Job To Be Done that potential users are trying to reach when they make a grocery purchase.
Identifying profiles, moments, and context of use; such as barriers, drivers, and opportunities so that Nilus can bring its intervention models to the Hispanic community in Miami.
Research process
Phase 1: Research planning
We conducted interviews with stakeholders to understand their expectations about the research.
In parallel, we consulted and documented different sources of information to add knowledge to the understanding of the problem; in addition to determining the segments of the investigation. Afterward, we had a kickoff to align ourselves on roles, expectations, hypotheses, and research questions.
All this helped to define the activities, their scope and all the relevant material
- Definition of segments and recruiting of participants
- Definition of the methodology and assembly of the scripts of the research activities.
Phase 2: Fieldwork
In-depth interviews:
One hour-long conversations with our target audience that helped us to deeply understand their purchasing and consuming groceries experiences.
Contextual Observations:
We observed our target audience during their grocery shopping to understand their behavior and the relevant factors throughout this process.
In addition, we toured the neighborhoods where they live to have a better understanding of their environment. Also, we toured different types of places where our target audience acquire groceries; to see for ourselves the characteristics of every site.
Phase 3: Analysis and documentation: Findings and conclusions.
Due to legal circumstances, the findings and conclusions can’t be shared. However, you will find some images below, regarding archetypes and their journeys.
