Walking Interviews: Speaking with consumers while they shop where they live

Background: This assessment aimed to inform the Philadelphia Department of Public Health’s Healthy Supermarket Pledge Program by ascertaining the perspectives of consumers who shop for healthy food to feed children (<18 yrs). Methods: A series of walking interviews (WIs) were conducted with shoppers in two Philadelphia supermarkets (N=18). WIs were employed to augment and confirm a focus group arm of this study. Focus groups often rely on participant reflection, while WIs allow the research team to interact with participants while they are actively engaging in the activity of interest in their neighborhood. Shopping participants were asked to share their thoughts while they were in their local supermarket making decisions and choices. Because the team anticipated background noise, both the participant and the interviewer wore audio recorders and microphones. We often relied on both recordings to ascertain accurate transcripts (20-45 minutes). Results: WIs provided an effective mode of triangulation with the focus group arm of this study. The following themes identified in focus groups also emerged from the WI data: 1) food choices, 2) price 3) setting, and 4) defining healthy foods.  Several unique themes emerged: 1) preparing to shop, 2) how participants shop, 3) shopping with or for children, 4) supermarket materials, 5) food assessment, and 6) smoking. Conclusions: WIs proved to be an effective way to engage study participants in this context. Participants reported a level of comfort with the approach. While permission was granted by market management it is important to note the study team went largely unnoticed.