We began the ethnographic
portion of the Freedom Market project in September 2011. Data collection
methods in ethnography include observation (field notes), interview (audio
recorded and transcribed), and artifact and document collection. We began by
interviewing neighborhood residents about their family meal practices. We met
with Food Corps workers to train them in ethnographic interviewing,
interviewing them as a model. We then went to resident homes in pairs (Food
Corps worker and University person) to conduct and audio record interviews; we
have a total of 8 interviews. These interviews were transcribed for analysis.
We met again several times as a group to first learn how to do qualitative data
analysis, and then conduct that analysis. We found what we are calling the
culture of cooking as represented in figure 1.
I.
Figure
1: Culture of Cooking
As figure 1 indicates, the
theme of family emerged as particularly relevant to the residents we
interviewed. Another prominent factor that is common throughout the data is
that of establishing and maintaining relationships. We determined that
constructing a culture in the store that reflects the values we have found and
that privileges social relationships will be key to the store’s success in improving
food habits. As a
result, we have focused fresh foods offerings based on what resident said they
would like to see. We also got a sense of the kinds of foods
residents would like to see in the store (traditional meats, multiple kinds of
greens, starches like baked mac and cheese).
After the store itself
opened, we began observing what was going on during business hours. University
personnel observed three days a week through June 2012 and then shifted to
twice a week (doctoral students were on summer break). Observations were
documented in field notes and transcribed in narrative format. Initial analyses
has found that: 1) customers come into the store multiple times per day to shop
(6-8 times – actual number; 2-4 average for everyone); 2) principal purchases
at the beginning of the study in November 2011 included beer, tobacco products, lottery
tickets, and snacks; 3) establishing and maintaining relationship again emerged
as a key reason to come into the store.
Key behavior changes observed
include a shift from buying sugary drinks to buying water along with the sugary
drink to buying just water. We began to see this change in January 2012. From
what we can observe, this change occurred because water began to be offered
when it wasn’t before. We focused on water given a survey Food Corps workers
conducted that reported on whether customers would replace sugary drinks with
water. 58% of the 62 customers surveyed said no while 21% said yes (21% did not
answer that question). We can’t say which of these groups has replaced sugary
drinks with water (e.g. whether any of the 58% who said no made the change) but
we have observed the change nonetheless. Field notes indicate that customers
began to purchase water alongside sugary drinks, gradually changing to buying
water only. Another index of this shift is the dramatic increase of water sold
in the store.
A second survey constructed
by Food Corps workers in collaboration with University doctoral students
provided important information regarding what healthy foods customers would
purchase if they were available. All of the 53 customers indicated they would
purchase greens and lettuce, onions, broccoli and cauliflower, eggplant,
potatoes, cabbage, and carrots; most of the respondents would purchase
combinations of the fresh vegetables. The option “prefer can/frozen” was not
checked by anyone. Additional healthy food options were also surveyed with
similar results. Customers would also purchase grains and nuts, low sugar whole
grain cookies, whole grain bread, bottled waters, granola/energy bars, healthy
frozen or boxed meals. This survey provided key information for what should be
purchased in the store. Observations have confirmed that some customers have
purchased the healthier snack foods that have begun to appear on the shelves
(fruits chews, low sugar cookies, nuts and seeds).
In a second wave of
interviews, we focused on Food Corps workers. Preliminary analyses show that
family is again a key theme. All respondents talked about the neighborhood as
being like a family in which people “have each other’s back.” The importance of
building and sustaining these relationships is of primary importance.
Future data collection will
include continued observations in the store but with different foci (e.g. math
and literacy practices related to food behaviors and on customers beliefs about
the store and the neighborhood), interviews of customers, surveys, photographs,
and document collection. On-going data
analysis in collaboration with community members and university researchers
will focus on documenting changes in behaviors and perceptions of community
residents over time; uncovering how relationships are being built and
maintained in and through the corner store; and understanding the connections
between building relationships and community through the Freedom Market and the
health and well-being of families and community residents.
