VOM2: Market Research FOCUS GROUP OUTPUT – The Olde Cheese Shoppe
FOCUS GROUP OUTPUT—The Olde Cheese Shoppe
BACKGROUND
12 focus group participants in the San Francisco area were solicited using subscriber lists
from Cheese Gourmet, a monthly magazine for cheese lovers and regular purchasers of
gourmet or specialty cheeses.
DISCUSSION RESULTS
1. How often do you go to a specialty cheese shop or gourmet grocery store to
purchase cheese?
10 participants stated that they visit a specialty cheese shop or gourmet grocery
store to purchase cheese at least once a week.
Two participants visit twice a week.
2. All of you have said that you visit The Olde Cheese Shop on a regular basis. Can you
describe your shopping experience there?
Most participants said they made a special trip to the store for their cheese
purchases.
Most participants enjoy the décor, which reminds them of an old-time grocery store.
Eight participants like to spend time there beyond making their cheese purchases.
Two participants cannot always buy the gourmet cheeses they seek. Otherwise, the
cheese selections are excellent.
Responses included the following:
It is a lovely atmosphere—it feels European.
Having the opportunity to get a small snack and refreshments is a bonus, but that is
only available on Fridays.
3. When you think of The Olde Cheese Shop, what are the first words that come to
mind?
Responses included the following:
Friendly, pleasant staff
Classy, high-class
Pristine, very clean
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FOCUS GROUP OUTPUT—The Olde Cheese Shoppe
BACKGROUND
12 focus group participants in the San Francisco area were solicited using subscriber lists
from Cheese Gourmet, a monthly magazine for cheese lovers and regular purchasers of
gourmet or specialty cheeses.
DISCUSSION RESULTS
1. How often do you go to a specialty cheese shop or gourmet grocery store to
purchase cheese?
10 participants stated that they visit a specialty cheese shop or gourmet grocery
store to purchase cheese at least once a week.
Two participants visit twice a week.
2. All of you have said that you visit The Olde Cheese Shop on a regular basis. Can you
describe your shopping experience there?
Most participants said they made a special trip to the store for their cheese
purchases.
Most participants enjoy the décor, which reminds them of an old-time grocery store.
Eight participants like to spend time there beyond making their cheese purchases.
Two participants cannot always buy the gourmet cheeses they seek. Otherwise, the
cheese selections are excellent.
Responses included the following:
It is a lovely atmosphere—it feels European.
Having the opportunity to get a small snack and refreshments is a bonus, but that is
only available on Fridays.
3. When you think of The Olde Cheese Shop, what are the first words that come to
mind?
Responses included the following:
Friendly, pleasant staff
Classy, high-class
Pristine, very clean
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