User categorisation

The targeted audience are people living in Northern Jutland, Denmark, but also tourists spending their vacation in this area. Mainly in the age between mid-twenties to mid-forties. The targeted audience falls into specific people categories, such as outgoing people who are curious, who are willing to try something new, who are open to enjoy an alternative experience and the related environment, or simply people who have an interest in fast food due to limited time. Regarding the media usage, the targeted audience has access to smart devices which can navigate through social media and internet in general.

Qualitative interviews are conducted to gather people’s opinion about the food trucks and to know their experience with this concept. Also, to gather insights about Argentina and its cuisine. The interview guide consists of two following research questions, based on the client brief and brainstorming: 'Food truck experience' and 'Opinions about Street food and foreign cuisine'

Interview guide

Having the interviews ready, each team member make coding and thematizing of the interview to find common patterns.

Empathy maps

Next step is to create an empathy map, one for each interview. The gathered data is sorted into four categories – what the user says, thinks, does, and feels. They are filled with quotes and concepts that best reflect users’ insights. The data that is most suitable for the project is placed there. That kind of visualization help to analyze the findings.