From the findings developed from the transcripts it is clear the question point sways towards the positive rather than the negative direction which leads to the interviewee’s point of views maintaining a positive context instead of finding negative points that KDS could develop from. The questions are skimming the surface of the topic rather than providing an in depth opinion. If the answers were more in depth we could understand the motivations behind the interviewee’s answers more comprehensively. The true perspective of the customer is not developed enough to understand the genuine value of KDS that would benefit KDS more in terms of their main objectives to increase and retain loyal customers.