title: A qualitative study of shopper experiences at an urban farmers' market using the Stanford Healthy Neighborhood Discovery Tool.
abstract: OBJECTIVE
  To understand factors which enhance or detract from farmers' market shopper experiences to inform targeted interventions to increase farmers' market utilization, community-building and social marketing strategies.
  
  
  METHODS
  A consumer-intercept study using the Stanford Healthy Neighborhood Discovery Tool to capture real-time perceptions via photographs and audio narratives.
  
  
  METHODS
  An urban farmers' market in a large metropolitan US city.
  
  
  METHODS
  Thirty-eight farmers' market shoppers, who recorded 748 unique coded elements through community-based participatory research methods.
  
  
  RESULTS
  Shoppers were primarily women (65 %), 18-35 years of age (54 %), non-Hispanic (81 %) and white (73 %). Shoppers captured 291 photographs (7·9 (sd 6·3) per shopper), 171 audio narratives (5·3 (sd 4·7) per shopper), and ninety-one linked photograph + audio narrative pairs (3·8 (sd 2·8) per shopper). A systematic content analysis of the photographs and audio narratives was conducted by eight independent coders. In total, nine common elements emerged from the data that enhanced the farmers' market experience (61·8 %), detracted from the experience (5·7 %) or were neutral (32·4 %). The most frequently noted elements were freshness/abundance of produce (23·3 %), product presentation (12·8 %), social interactions (12·4 %) and farmers' market attractions (e.g. live entertainment, dining offerings; 10·3 %).
  
  
  CONCLUSIONS
  While produce quality (i.e. freshness/abundance) was of primary importance, other contextual factors also appeared important to the shoppers' experiences. These results may inform social marketing strategies to increase farmers' market utilization and community-building efforts that target market venues.
authors: 1School of Nutrition and Health Promotion,Arizona State University,500 North 3rd Street,Mail Code 3020,Phoenix,AZ 85004-2135,USA.
authors: Matthew P
authors: MP
authors: Buman
authors: 1School of Nutrition and Health Promotion,Arizona State University,500 North 3rd Street,Mail Code 3020,Phoenix,AZ 85004-2135,USA.
authors: Farryl
authors: F
authors: Bertmann
authors: 1School of Nutrition and Health Promotion,Arizona State University,500 North 3rd Street,Mail Code 3020,Phoenix,AZ 85004-2135,USA.
authors: Eric B
authors: EB
authors: Hekler
authors: 3Stanford Prevention Research Center,Stanford University School of Medicine,Stanford,CA,USA.
authors: Sandra J
authors: SJ
authors: Winter
authors: 3Stanford Prevention Research Center,Stanford University School of Medicine,Stanford,CA,USA.
authors: Jylana L
authors: JL
authors: Sheats
authors: 3Stanford Prevention Research Center,Stanford University School of Medicine,Stanford,CA,USA.
authors: Abby C
authors: AC
authors: King
authors: 1School of Nutrition and Health Promotion,Arizona State University,500 North 3rd Street,Mail Code 3020,Phoenix,AZ 85004-2135,USA.
authors: Christopher M
authors: CM
authors: Wharton
mesh_terms: D000293:Adolescent; D000328:Adult; D001294:Attitude to Health; D002140:California; D055812:Community-Based Participatory Research; D034201:Computers, Handheld; D003258:Consumer Behavior; D005260:Female; D063427:Food Quality; D005523:Food Supply / Q000191:economics; D005638:Fruit / Q000737:chemistry / Q000191:economics; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D063731:Mobile Applications; D036301:Qualitative Research; D012111:Residence Characteristics; D014505:Urban Population; D014675:Vegetables / Q000737:chemistry / Q000191:economics; D055815:Young Adult
keywords: Health promotion