Table 3.

Primary and secondary themes identified in the playback interviews.

Primary theme	Secondary theme	Illustrative quote
Finding products	Methods of searching or navigating	I think at this point I started looking at different ways of categorizing foods rather than just using the tabs at the top
	Recalling what products are needed	I am thinking of what I normally have
Information required to inform purchase decisions	Balancing information provided online with other considerations	I think they are both 500 grams so I pay that extra 1p to get the free range …then I delete the scampi, because it's actually still expensive, and I will be the only one eating it. But, if I buy the fish finger, my youngest daughter will – she loves it – so buy it for her
	Consideration of other life circumstances	Wondering whether I need cheese biscuits because my Mum and Dad are coming
	Environmental and social concerns	I don't like to give any big supermarket too much business
	The role of pictures	So I was looking through the picture and if I like the look of it I look at the info
How the familiarity of products shapes decisions	Habitual purchases	I don't so much for cheese (check ingredients list to see if it is vegetarian) … I usually know whether they are just from buying them regularly I'm buying the stuff I always buy
	Familiar concepts	All my stuff will always be light choices, I rarely ever get full fat.
The experience of online shopping	Comments on using the online shopping site	Just getting to grips with how to add things to the basket
	Issues specific to online shopping	When I'm picking out fresh stuff, I always like to look at it and see whether that looks like it's gonna be juicy
	How information is presented	It said live 5 plus [on the fresh fruits] – I just wanted to check whether that lifeline was 5 plus days or something. Just wasn't 100% sure.