The team utilized quantitative and qualitative design methods of research to gather

external data. The goal is to get a better understanding from a general perspective of the

place of Brunch with Poets in the mind of the respondents and to study the customers

buying behavior when it comes to brunch foods.

Evidence of Interview

As for the qualitative analysis the team was able to interview ten (10) participants,

questions were primarily focused on the behavior of the young professionals when taking

brunch. These are the ideas or pattern of meaning that came up repeatedly from the

participants responses.

Summary of Qualitative Research

 Based on the qualitative analysis, the young professionals prefer dining in when

having their brunch due to their current work set-up such as work-from-home and having

shifting schedules. They tend to carry their work while having brunch especially if the

place is cozy and a place where they can focus more on their work. Since working while

having brunch is their routine, they prefer having heavy meals so they can stay longer.

Also, a restaurant that is “instagrammable” is the usual trend since young professionals

tend to take pictures of their food and the place itself. Social media platforms affect them

in choosing a place to have brunch mainly because of referrals, word-of-mouth, and

customer’s ratings and feedback. Thus, it would be more convenient and beneficial to the

customers. They are also interested in Brunch with Poets because they expect to see

poems, books, and other arts since they like to appreciate and reflect the meaning of the

displayed artworks and literature.

Next, the team conducted an online survey with a carefully curated balance of open-

ended and closed-ended questions. The team sought the assistance of our classmates and

friends to undertake the research study. The distribution of the questionnaire is by using

google form and a total of 92 respondents participated in this particular survey.

Survey Form
 Tabulated Survey Data

The interpretations and analysis of the result will be discussed and presented as follows:

Data Drill Down-1

 Based on the quantitative analysis of the respondents, out of the total respondents, 84

were influenced by social media in choosing a restaurant/cafe, and 59 out of 84 picked

Facebook as their top social media platform. 41 out of 59 are the target market of the

restaurant. However, the Facebook Page of Brunch with Poets is not active but Instagram,

which influenced them by 17% only.

Data Drill Down-2

In addition, out of the total 92 respondents on the survey questionnaire, 61 have not

heard about Brunch with Poets. However, out of the said 61, 47 personally like American

Comfort Food. Also, 74% of that 47 are the restaurant’s target market which range from

20-30 years old with an average income of 20,001-30,000.

 Data Drill Down-3

Furthermore, 54 of the 92 respondents preferred dining in more than take outs or

deliveries, typically from 10:00am to 12:00 noon and 6:00pm to 8:00pm.