Survey
Table of Contents
1. Goals
To understand GrubHub’s user profile, and to understand which features that are most needed to be improved.
- Measure how often they use the app
- See if they are familiar with GrubHub
- Understand what are the criteria taken into account during the decision process
- Understand how does users select dishes they aren’t familiar with
- Investigate whether or not including visual aids such as a photos are useful when ordering food
2. Introduction
Thank you for considering to take our GrubHub quality assurance and user test-ability survey.
The purpose of this survey is to enhance GrubHub’s mobile application. Your participation in this survey will help us probe and investigate the quality of GrubHub’s mobile app. The results of this survey will help us better understand the needs and desires of GrubHub users. It should take less than 20 minutes to complete.
All of your answers are confidential and will be used strictly for research based purposes. There will be no sales or marketing follow-up because of your participation in this survey. This survey is being administered for GrubHub by the FQTJ group.
If you have any questions or comments about this survey, you may include it at the bottom of the survey or mail them to Qi Zhang at zhangqitydx@gmail.com.
3. Survey Grid
Initial question: Have you ever used GrubHub?
- Yes: proceed with the survey
- No: thank the user and end the survey.
| # | Questions | Instructions | Answers | Reasons | Goals |
|---|---|---|---|---|---|
| 1 | What is your principal occupation? | Short answer | Occupation dictates individuals schedule, busy or rushed people order out more. | Determine market audience, as well as specify individuality in interaction with GrubHub | |
| 2 | How frequently do you use GrubHub? | Scale: - Used once, - Once a month/Every few weeks, - Once a week, - Two to three times a week, - More than once a day | Capture the user's frequency | User satisfaction | |
| 3 | On GrubHub, how many restaurants are available for delivery to your location? | Single choice: - Less than 5, - Between 5 and 10, - More than 10 | Selection of GrubHub available restaurants are greater in a more dense or urban area | Find out whether or not the location influence user’s satisfaction and decision. | |
| 4 | What time during the week do you normally order delivery through the GrubHub app? | Single choice: Weekdays, Weekend, Both, Prefer not to state. | People tend to order more when they are in a rush or stressed for time, rather than when they have free time to prepare a meal | Distinguish bias towards weekday ordering and weekend order pertaining to a "busy" schedule | |
| 5 | For what occasions do you usually order food through GrubHub? | Multiple choices: - Business or Work, - Parties/Social Gatherings, - With friend(s), - Pleasure, - No time to cook/Busy, - Other | Further represent and identify the individual or group setting | Figure for what specific occasions do people utilize GrubHub | |
| 6 | How important are the following criteria when you are ordering food? | Evaluate them on a scale from 1 (Not at all) to 3 (Very important) | Matrix grid: Specific cuisine, Price, Location, Delivery time, Delivery fees, Reviews, Ratings | Adding clarity and precision to importance from question 7 | Understand what are the criteria taken into account during the decision process |
| 7 | What cuisines do you mostly order? | Multiple choices: American, Chinese, Mexican, Japanese, Other | Defining openness, experience, and overall selection choice | See if there is a high diversity in the food people buy | |
| 8 | Are you used to buying food from unfamiliar cuisines? Are you open to exploring or trying new cuisines? | Yes/No | Whether GrubHub can provide enough information(descriptions and pictures, etc) for users and attract them to try unfamiliar food. | Understand how users select an unknown dish | |
| 9 | What given information of unfamiliar food attracts you to have a try? | Pictures, Ingredients, Reviews, Others’ recommendations, Price, Coupon, Other | What information influence users to make decisions when they are on the fence with unfamiliar food? Since most people choose dish according to comfort and familiarity, we want to know what information really makes sense so we choose unfamiliar food. | To further understand the overall user selection process. | |
| 10 | How do you find information on a dish that you are unfamiliar with? | Short answer | Gauge consumer commitment to trying the unknown | Understand how does users select an unknown dish | |
| 11 | What additional information and or feature would you need before you decide to choose an unfamiliar dish? | Short answer | Determine whether GrubHub provides all the necessary information for users, or lack thereof. | Understand how users select an unknown dish | |
| 12 | Would a picture of the dish be helpful when making a decision? | Yes/No | Determine the usefulness of additional information | See if having additional description (such as a photo) could be useful when ordering food | |
| 13 | What other services or apps do you use to order food? | Who else has brought you food in terms of an app? Or Select from the following | Multiple choices: - Postmates, - Uber eats, - Amazon restaurants, - Doordash, - Other, - None NB: maybe use the logo instead of names | How committed or loyal are the users | User retention / User satisfaction |
| 14 | What are the features or advantages that the other food delivery services or apps do you most like? - | Open ended | What are the features of the GrubHub app that you like that aren’t provided by the other food delivery apps? Why do you stick with GrubHub? | Understand why people mainly use GrubHub | |
| 15 | What aspect do you find most important when using other services other than GrubHub? | When you choose to use a different food delivery service | Single choice: convenience, cost, user experience, User interface | Understand what are the criteria taken into account when selecting an app | User retention |
4. Survey Report
Number of exploitable responses: 19
In the following table is reported the key results and data from the survey results analysis. The goals are reminded in the third column, data/results linked to the survey is given in the fourth column, and a interpretation/comment of the result is proposed in the fifth and last column.
| # | Questions | Goals | Results | Comments |
|---|---|---|---|---|
| 1 | What is your principal occupation? | Determine market audience, as well as specify individuality in interaction with GrubHub | Students: 79% Not Student/Employed-only: 21% | Good penetration of the survey in the student market. Results don’t give significant data on the market audience of GrubHub |
| 2 | How frequently do you use GrubHub? | User satisfaction | Once a month/every few weeks: 53% Once a week: 11% Used once: 36% | 64% of the audience can be qualified as frequent users, they use GrubHub once every few week. |
| 3 | On GrubHub, how many restaurants are available for delivery to your location? | Find out whether or not the location influence user’s satisfaction and decision. | Correlation coefficient of .25 between frequency of use and restaurant available | Data weakly correlated. More GrubHub has restaurants, more user tend to use it |
| 4 | What time during the week do you normally order delivery through the GrubHub app? | Distinguish bias towards weekday ordering and weekend order pertaining to a "busy" schedule | Weekdays: 35% Weekend: 30% Both: 30% | No specific repartition between weekdays or weekends. |
| 5 | For what occasions do you usually order food through GrubHub? | Figure for what specific occasions do people utilize GrubHub | No time to cook or too busy: 60% With friends: 35% Pleasure: 20% Correlation coefficient of .27 between the when people are ordering (weekdays) and the reason (busy or at work) | The data is weakly correlated with the previous question. People tend to order more for reason related to “busy” or “work” during “weekdays” |
| 6 | How important are the following criteria when you are ordering food? | Understand what are the criteria taken into account during the decision process | Based on the average response, the ranking between the criteria is the following: 1. Price (Very important for 89%) 2. Specific cuisine 3. Delivery fees 4. Ratings 5. Reviews 6. Delivery time 7. Location (Not important for 36%) | For the users (in this result case, mostly students) the most important criteria when ordering food is the price and the less important is the restaurant location |
| 7 | What cuisines do you mostly order? | See if there is a high diversity in the food people buy | Based on the response, here is the ranking of the cuisines mostly ordered: 1. Chinese (65%) 2. American (50%) 3. Japanese (45%) 4. Thai/Indian (35%) 5. Mexican (30%) 6. Italina (25%) 7. Korean (20%) 8. Greek (15%) Per user: - Average amount of different cuisines: 3 - Median amount of different cuisines: 3 | User tends to have slight variation in the food they are ordering (in average 3 cuisines are picked out of the list of 11 cuisines that has been proposed). |
| 8 | Are you used to buying food from unfamiliar cuisines? Are you open to exploring or trying new cuisines? | Understand how users select an unknown dish | Yes: 55% No: 45% | A slight majority of the users are used to buy food from unfamiliar cuisines |
| 9 | What given information of unfamiliar food attracts you to have a try? | To further understand the overall user selection process. | Based on the response, here is the ranking of the information that attract mostly the users: 1. Pictures (70%) 2. Reviews (60%) 3. Ingredients/Other’s recommendation (50%) 4. Price (40%) | In the situation of an unfamiliar dish, we see that the most important criteria is having pictures of the food. We can also remark that when ordering unknown food (trying something new) the price criteria has dropped to 40% compared to the 89% it had when asking what is the key criteria for ordering food. |
| 10 | How do you find information on a dish that you are unfamiliar with? | Understand how does users select an unknown dish | Based on the short answers of the users, here are the main way a user search information: - Internet/Google (37%) - Description/Ingredients (37%) - Reviews (16%) - Don’t search info (16%) | Mainly, users look for information either online or the one provided by the app directly. We can also noticed that 16% of the users do not search further information. |
| 11 | What additional information and or feature would you need before you decide to choose an unfamiliar dish? | Understand how users select an unknown dish | For this question, 58% of the answers are either empty or not relevant. Out of the rest, here is a summary of the key information that could be helpful: - Pictures (21%) - Taste/Ingredients (10.5%) | We took the risk to keep the question this way but find out that the majority of the users who answered the survey did not understand it. Out of the one who did, the main idea is to provide more pictures. |
| 12 | Would a picture of the dish be helpful when making a decision? | See if having additional description (such as a photo) could be useful when ordering food | Yes: 100% | Confirm the assumptions that could be made of the previous answers. |
| 13 | What other services or apps do you use to order food? | User retention / User satisfaction | Uber eats: 43.8% Postmates: 18.8% Amazon restaurants: 12.5% | |
| 14 | What are the features or advantages that the other food delivery services or apps do you most like? - | Understand why people mainly use GrubHub/quit using GrubHub | Users have left GrubHub for the following reasons: delivery time (15.8%), UI/Convenience (10.5%), provided information (10.5%), cuisines/restaurants availability (10.5%), or price (10.5%) | |
| 15 | What aspect do you find most important when using other services other than GrubHub? | User retention | Here is the ranking of the most important criteria: 1. Cost (47.4%) 2. Convenience (42.1%) 3. UX (5.3%) 4. UI (5.3%) |
5. Takeaways
Based on the survey results, here are a few takeaways that could use GrubHub:
- The more restaurants available, the more the users use the app
- The main reason of the users using the app is their lack of time to cook. A slight correlation exists between people being busy/working and the person ordering food due to lack of time
- The price is the key criteria when ordering food
- Users order an average of three different types of cuisines
- There is a almost a perfect split (50/50) between users who do, and do not, order from unfamiliar cuisines
- The key decision criteria when ordering unfamiliar dishes is having a picture
- Additional information such as the taste or ingredients of a dish could also be helpful for users
- Users left GrubHub for delivery (time, fees) reasons mainly
- Users are looking at the cost and convenience when choosing an app