Online Grocery Shopping Research Study

Throughout the months of January and February 2015 the process of online grocery shopping was analyzed using a total of 51 participants in field study sessions, interviews and surveys.
My goal (main research question) was to understand why not more people are trying or converting to the online grocery-shopping model. By analyzing consumer’s shopping behavior in brick-and-mortar retailers I hoped to single out some practices, experiences or activities the consumer would not be able to achieve if they were to translate their shopping into an online grocery-shopping platform.