Primary Data Sample

Collecting Primary Data

Define Primary data. –Primary Data is data observed or collected directly from first-hand experience. http://www.businessdictionary.com/definition/primary-data.html

Collect data by observation:

• Surroundings and environment- • For the collection of data while observing an individual, I chose to observe

individual customers who bought the juice, in my work environment. • This is a retail setting in a supermarket. • Specifically, in the Produce department of the store where I work. • The surroundings are in a relaxed public setting were the customers are

allowed to shop by viewing, handling and smelling the items of their choosing to purchase.

• The surroundings also offer a variety of fruits and vegetables and other healthy grains and nuts available for purchase.

• The department also offers a variety of 100% juices, made from various fruit and vegetable blends. (Such as Naked Juice, and Odwalla brand.)

• These are easily accessible to customers as another healthy and convenient option for people who are “on the go.”

Product/category purchased:

o I chose to try the Bolthouse Farms-Daily Greens juice. o I have observed clients who were interested in purchasing these brand

of juices. They get excited and smiley when choosing which one to buy. But I have never tried them myself.

o These people seem very interested in leading a healthy lifestyle. o Their choice of which products to consume for their overall well-being

is proof of this, plus they always seem really happy.

Demographics:

 Age- (25-35)  Marital status- Single. Active Individuals.  Gender- Male or Female.  Income level- (25,000-50,000) Upper lower class to middle class.  Occupation- People working in an office setting, busy house moms, people

working in retail or hospitality, or in a medical setting.

Psychographic characteristics:

 Personality- Upbeat, confident, funny, daring and adventurous.  Values- People who want to live a self- sustaining life, but still have to conform to

social norms.  Attitudes- Work hard, play hard. Aspire to have a deeper relationship with

Saturday and Sunday, fun day! People who love to unwind after the daily grind.  Interests- Loves to be outdoors, bicycling, hiking. Going to the beach.  Lifestyle- Happiness seekers. People who are driven to live a non-complex life.

Less is more, simple is perfect. A minimalist.

Results:

- When I tasted the product for the first time was not pleasant to drink. Very Earthy. It took a week of trials before I could get past the bitter veggie taste.

- Then after trying this product on a regular basis, I started to develop a craving for the odd celery, spinach and kale concoction.

- After week two I had an idea that I was not getting enough kale out of the drink. The bottle only read: “a ¼ of kale and spinach. This was a small amount for a 15 and a half ounce bottle. I needed to up my game.

- So, in addition to drinking my daily morning juice drink, I decided to also venture on the wild side and try a chopped kale salad by Ready Pac.

- This lasted for three days, I felt great. - Until day four, when I started to have tummy troubles. A small price to pay to ensure

that my body receives a good amount of daily veggies. - A great experience! I never thought that I would enjoy drinking and eating kale,

more so than going to the nearest take-out window. - This experience has opened up my pallet to try other plant based foods. - I also am considering adding more veggies into my meals and trying to sneak them

into my daughters and my hubby’s meals too.