DIARY STUDY
Scenario: Fast-food Restaurant/Café & Customer Loyalty
Researcher:
Hannah Saeedi and 4 other teammates
Executive Summary
Purpose: We were interested in learning about users' ordering habits and why they repeatedly return to a particular restaurant. We needed to determine users' attitudes, behaviours, and possibly hidden requirements when they visit, order, and consume food and beverages in a café.
Method: Diary Study
We studied 5 participants over a period of 10 days, in which most of our participants entered diary entries a minimum of 3 times.
We analyzed the data through Affinity mapping and discovered common patterns and themes among all the participants.
HANNAH SAEEDI
Key Findings
Through this research, we were able to gain a contextual understanding of customer behaviour and experiences in cafes/restaurants. We found intriguing patterns, which prompted us to create some overarching themes that will direct us as we construct the customer loyalty program.
Service Quality: Participants claimed that affordable prices, high-quality food, and timely service encourage them to return to the café/ restaurant.
Café Experience: Participants' experiences are influenced by the setting and the type of cutlery used. The main factors that make a café experience unpleasant include an excessive number of customers, filthy furnishings, and a lack of seating.
Ordering Behavior: Participants said they like ordering meals in-person and using cards to pay for them.
Cafe Location: The proximity of Cafes/restaurants makes it easy for participants to revisit
Visit time: Most participants like to go to cafés between the hours of morning and noon.
Meal preference: Participants claim that they choose their meal in advance and that it is determined by their cravings.
Research Timeline
Planning
Run Study
Analysis
Risk & Mitigation
An ideal participant for our diary study is anyone who visits a café or restaurant at least two or three times per week.
They are committed to completing data entry within 30 minutes of cafe/ restaurant visits.
Research Participants
Participant Screener
Moderator Script
Research Question & Prompts
Diary Study Form
Google Form Link:
https://docs.google.com/forms/d/e/1FAIpQLSdwgIp-LCrQqWq2q-jTjCXw6vMq3ETjSJG-PQnxCFx_FoIohA/viewform?usp=sf_link
Data Collection
Notes Gathering: Images
Research Analysis
Research Analysis: Common Findings
Research Analysis: Patterns
Research Analysis: Patterns
Research Analysis: Themes
Research Analysis: Reflections
We examined the diary study entry data and found some intriguing patterns that assisted us in developing themes.
Service Quality: Through this study, we learned that offering customers reasonably priced, high-quality food and prompt service encourages them to return to a café or restaurant frequently. Some participants stated that they like to go back to a particular café or restaurant because it serves "real coffee," "my usual style coffee," or "gluten-free cuisine." This best demonstrates how signature foods or drinks entice consumers to return.
Café Experience: Longer wait times, and poor ambiance (noisy, crowded, small sitting areas,s, and dirty furniture ) of the cafe are two significant factors that negatively affect customers' experience, which is why they often pick up their orders instead of dining in. We also noticed that some participants had a specific inclination toward the cafe or restaurant that they frequently visit; for example, one participant mentioned that the homely ambiance draws them to the cafeteria, and another participant noted that the type of cutlery used( china cups) attracts them to visit the specific cafe.
Meal preference: We found that nearly all of our participants ordered a hot beverage, often coffee, sometimes with food, and other times without. Participants also stated that they decide what they want to order before going to the cafe, depending on their cravings.
Ordering Behavior: We found that most customers preferred to order in person than through an app because it allows them to see the food and its availability. When ordering In-person, they can let the server know their food specifications and even oversee it being prepared.
Cafe Location: Proximity is one of the most crucial options for our participants. They can save their money for commuting and enjoy their local café. In addition, proximity to work or home provides them with the ease to visit cafes/restaurants anytime; one of our participants mentioned he revisits the cafe because it is close to his home and office, so he can easily pick up what he desires more conveniently.
Visit time: Most participants preferred visiting cafés or restaurants from the morning to noon, and most participants had a morning coffee and breakfast during that time.
Conclusion
The Diary study is a research method in which participants keep a log of their thoughts, experiences, and activities over a defined period, usually a few days to several weeks. This study helped us analyze and better understand the habits and patterns of participants' cafe/restaurant experiences.
According to our study, users would return to a café or restaurant based on location, good cuisine, and efficient service. In addition, good ambiance, clean furnishings, and comfortable seating areas are essential for a lovely café or restaurant experience. Finally, we noted that most participants went to the café between morning and noon. Before going, they had decided what to order, liked to place their order in person, and preferred to pay with a credit card.
Through a diary study, we gained invaluable information about customers' behaviours, needs, and experiences in a café/ restaurant. Insights gained from this research will help us design the Workshop with newly screened participants. In addition, through this Workshop, we will further understand customers'' requirements from cafe/restaurant loyalty programs and, with the help of participants, build the loyalty program structure.
