John and Ellen want to open their own grocery delivery service in a medium-sized city consisting of 250,000-750,000 people. The service will offer elements suited for the targeted demographic needs of the core consumers.

The desire for grocery delivery services has exploded in recent years. Given people's busy schedules and frustrations in finding daycare and balancing activities, grocery shopping can feel more and more like a chore, especially with small children. However, there is a great deal of competition between current services, spanning from Amazon's Whole Foods to Instacart to Fresh Direct. Keeping this in mind, Joe and Ellen's need for intensive marketing research is critical.