On May 7, 2022, LEGO opened its largest store in Australia and the Southern Hemisphere. A quick review of the new store:

https://jaysbrickblog.com/news/preview-melbourne-centrals-new-lego-certified-store-flagship-experience/

Imagine yourself as a Marketing Manager of this store. Three months passed since the store opened and you want to assess its success. You decided to conduct Depth Interviews with the customers to uncover their expectations, their satisfaction with the store, and how the experience in the store can be improved. You want to use this information to guide the opening of new stores across Australia.

Your task is to write the interview guide/protocol for these in-depth interviews. Interviewees will be recent customers, and the interviews could take up to one hour. Discuss the recruitment strategy.

You should list the themes (guided by a model of consumer behavior) that you propose to cover in your interviews. This should be followed by your interview protocol, from opening to conclusion. Make sure that your interview protocol includes questions designed to probe responses.