Through this research study, we used contextual inquiry to develop a deep understanding of shoppers and vendors in farmers markets including their behaviors and motivations. We applied this knowledge to identify opportunities for vendors to pursue their business growth objectives. Identifying such opportunities could lead to the development of new offerings by vendors, different business models and more effective business processes. Growing vendor business could in turn lead to more value for shoppers and an expansion of both the demand and supply of farmers markets.

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This report includes a detailed research plan, value proposition, documented customer interviews, a project matrix, historical timeline of farmers market development, documented shadowing experiences and interviews, affinity diagrams, insight reports and an opportunity map.