Research Synthesis Design Demo



Brick and Mortar Observation

We were able to visit four different stores each with cheese counters:

  • Giant Eagle @ Waterfront
  • Giant Eage Market District
  • Whole Foods
  • Pennsylvania Macaroni Company

We gained a number of key insights from our visits:

  • Cheesemongers had varying levels of expertise and learned more about cheese as they helped different customers.
  • Expert cheesemongers' knowledge goes beyond just the names and characteristics of cheese. Cheesemongers spend time with each customer to help them find the right cheese to buy.
  • Option to taste cheese before buying is essential to customers.
  • People may have an emotional connection to a kind of cheese based on where they ate it or who they ate it with. Sometimes the cheesemonger can help the person identify these nameless, yet meaningful, cheeses.
  • There is no good or bad choice when buying cheese - every person has their own personal taste.

BID 2010 . Human-Computer Interaction Institute . Carnegie Mellon University