Table 1.

Open-Ended questions asked during the insight interviews

• Tell me about the things you enjoy about shopping for groceries in a store.

• What are some things you dislike about shopping for groceries in a store?

• If you could wave a magic wand to make grocery shopping easier, how would you change grocery shopping?

• How do you define what is a healthy food, and how do you go about evaluating a new food that you are considering buying?

• What strategies do you use to try and make healthy food choices when you are shopping for groceries in a store?

• What things make it hard for you to make healthy food choices when you are shopping for groceries in a store?

• If you could wave a magic wand, how would you make it easier to make healthy food choices when you are grocery shopping?

• Have you ever bought or ordered groceries online, for either delivery to your home or for pick up at the store?

If response is affirmative

○ What online retailers or stores have you ordered through?

○ Describe your experience ordering groceries online.

○ What are some things you enjoy about shopping for groceries online?

○ What are some things you dislike about shopping for groceries online?

○ When shopping for groceries online, how do you go about finding foods on an online shopping site?

○ Describe the ideal online grocery-shopping site that is as easy and automated as possible.

If response not affirmative

○ Have you ever thought about buying groceries online for either delivery to your home or pick up at the store?

If ‘Yes’

○ What has held you back from buying groceries online?

If ‘No’

○ Why haven’t you thought about buying groceries online?

• Thank you for taking the time to talk with me today. Are there any other thoughts you have about grocery shopping that you want to share?