Example of Qualitative and Quantitative Market Research

Client Challenge:

A convenience store wanted to improve the mobile ordering experience to drive revenue growth coming from mobile orders.

  • What occasions are conducive to mobile ordering?
  • What is the customer experience journey?


Combination of qualitative, in-person observations and diaries plus quantitative surveys.

Insights to Business Action:

  • Emphasize on the largest occasion that was identified as most conducive to mobile ordering.
  • Emphasize on improving features of mobile ordering and certain aspects of featured foods to increase first-time use of the mobile ordering service.
  • Re-do the app based on the learning to increase repeat use.
  • Expand certain day-time occasion menu options.