Study on Grocery Shopping during Covid-19
See the research project into the grocery shopping experience during Covid-19 for young adults.
Overview
This research oriented project sought to identify areas of improvement in the grocery shopping experience during Covid-19. Different research methods were deployed to fully identify and approach the following research question:
"How can we improve the grocery shopping experience for young adults during Covid-19 in the Seattle area to be safer and more enjoyable?"
This research question evolved as the problem space was explored, but this initial question scoped out the purpose for initial exploratory research.
Problem
Through new quarantines, phases, and guidelines, the grocery store has remained open in order to provide the public with necessities during an uncertain time. These establishments have instituted limited safety measures for the health of customers: floor arrows, small plexiglass screens, and occasional disinfecting. Still the CDC advises individuals to limit grocery shopping as much as possible due to transmission risks from crowds, shopping carts, touching products, and more.
The Project
With this research I aimed to accomplish 3 goals:
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Identify pain points and opportunities for improvement in the grocery shopping experience during Covid.
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Consider the desires and lived experience of the young adult shopper.
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Develop redesign recommendations based on findings.
Team
Solo
Project Length
9 Weeks
Tools
Google Sheets
Google Forms
Zoom
Camera
Process
Demographic Analysis
Field Observations
Interviews
Surveys
Recommendations
Reflection
Demographic Analysis
Considerations
Although older individuals are at an increased risk of hospitalization due to Covid-19, young adults under 30 account for over 20% of all COVID-19 cases and are considered the most likely to spread the virus than any other group, according to Johns Hopkins Medicine [2]. Young people are more likely to work in the service industry or retail and live active lifestyles, resulting in greater risk of spreading the virus. This report focuses on young adults because limiting their infection and spread at grocery stores, where there is higher potential for interactions between people, can have a positive impact on overall COVID-19 spread
Additionally, in order to gain insights into the experience of regular grocery shoppers and compare the experience before and after Covid-19 safety measure, additional inclusion criteria were used.
Inclusion Criteria
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College students, ages 20 – 29
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Has been grocery shopping for at least a year prior to the Covid pandemic
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Visit a grocery store at least once a month
Field Observations
Field Study Plan
In this document I detailed the goals of the observations, the methods, schedule, and more. With this outline I was equipped to gather observations effectively and efficiently.
Observations
The observations were conducted over one week, following a single participant to their three usual grocery shopping spots. These observations required as little intervention as possible to observe the shopper in a realistic context.
One of many photos taken during field observations detailing the environment and interactions of the grocery store.
The following report was constructed to detail the observations, findings, and analysis of the field study. The appendix includes the notes taken throughout the three observation sessions.
Findings
The following three findings were made (see report for elaboration and supporting evidence):
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Social distancing was often ignored by the participant and other shoppers, especially in the presence of crowds. Ground markings and aisle directions were largely ignored.
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Registers were consistently major areas of congestion and poor line ordering exacerbated the issue of social distancing.
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Hand sanitizer use was largely dependent on the presentation of sanitizer. Sanitizer blocking major pathways was used more than those in corners and when sanitizer was offered by employers use was observed close to 100%.
The following recommendations were made, ordered by priority:
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Improved social distancing measures
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Decentralized checkout stations
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More visually apparent and intrusive sanitation stations
Interviews
Interview Plan
In this planning document I detailed the goals of the interviews, the methods, schedule, and more. With this outline I was equipped to effectively conduct interviews and gather the most pertinent information.
Interviews
Three 30-minute interviews were conducted over Zoom with individuals that met the inclusion criteria. The transcripts of these interviews were edited and every page coded to identify recurring ideas. A thematic analysis was used to group reoccurring codes and structure findings.
Page excerpt of one transcript showcasing the coding conducted on every page of the interview transcripts. For the full coded transcripts, see the below topline report.
All codes were sorted and key findings from each interview were organized by code.
The sorted codes were used to develop overarching themes that made up the interview findings
Interview Top Line Report
After conducting the three interviews and analyzing the resulting transcripts, I created a top line report that detailed the method, findings, and recommendations from the interviews.
Findings
The following three findings were made (see report for elaboration and supporting evidence):
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Safety measure visibility was crucial for making shoppers feel safe. Even if correct protocol is implemented, customers will feel unsafe unless these measures are easily visible and transparent.
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Overcrowding was the most common recurring issue among interviewees. Stores were perceived as being filled with too many people, causing congestion and making social distancing impossible.
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Other-shopper behavior was an unexpected recurring theme. Other customers that ignored Covid-19 safety rules were one of the most common concerns for interviewees and was largely seen as unhandled by staff.
The following recommendations were made:
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perform 'safety theater' in which measures are clearly visible and transparent
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Disperse the most visited sections of the store (checkout, produce) throughout the store, minimizing the footprint of less visited areas.
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Use the built environment and provided facilities to encourage safe procedure from customers.
Surveys
Survey Plan
In this planning document I detailed the goals of the surveys, the methods, schedule, and more. With this outline I was equipped to effectively distribute surveys that were designed to optimize findings.
The survey was conducted on Google forms and attracted 30 respondents, providing valuable information on the grocery shopping experience.. Download the full results here.
Findings & Recommendations
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Insight: Nearly all respondents had grievances regarding other customers, with social distancing concerns ranking the highest (13/16 respondents).
Recommendation: Increase employee training to confront customers flagrantly disobeying rules and to encourage customers to follow safety measures.
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Insight: 11 out of 16 respondents reported crowding in their grocery stores, with only 4 disagreeing.
Recommendation: Institute stricter store capacity limits in order to reduce overcrowding. These additional restrictions will also require additional waiting area outdoors that is covered and institutes a ticket system to allow customers in.
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Insight: Overall, respondents ranked PPE as the most effective safety measure in stores, with social distancing second
Recommendation: Provide PPE in store for those that need it, such as disposable plastic gloves in the produce section to avoid contamination.
These gloves can be provided alongside the existing plastic produce bags, as shown in the following sketch.
Conclusion
What I Learned
This project greatly improved my analytical skills, collecting and analyzing data. These skills allowed me to root out the key problems associated with the Covid-19 grocery shopping experience and provide recommendations based on the research. This is all backed up with extensive papers and reports supporting the claims.
Next Steps
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Conduct Interviews with grocery store staff and management
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Understand current protocol for encouraging safety standards among customers
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Examine how current capacity limits are defined
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Conduct secondary research on effectiveness of safety measures