From the transcript provided we only see the words used by the interviewee perhaps if more observation was conducted mannerisms, eye contact, tone of voice and body language could provide further value into what the interviewee is truly saying. The findings only reveal the opinion of the female shopper aged 40-54 therefore, to get a better understanding of the overall customer a larger demographic range would provide more information rather than just based on gender and age. When we combine the findings of these nine interviews with the other ones conducted (i.e. young (25-39) and older(40-54)) we will develop a clearer picture of the overall shopping habits of KDS consumers. The sample size of nine is not a significant enough representation of the whole population so further interviews would need to be carried out in order to have a clearer picture of the real customer behaviours. Finally, In order to further the research significantly reliable verification of the studies could be examined in a quantitative analysis.