An open market is a place where people gather to buy and sell merchandise including food, commodities, and other consumer goods. Open markets have become increasingly popular over recent years as an integral part of America’s attempt to maintain a sense of community during an era of mega-stores. Markets have evolved to meet consumer demands and industry trends in organically and locally grown foods— fueling their continually growing popularity.

Interviews were utilized to gain insights from both market visitors and vendors. Two sets of interview questions were designed to gain pertinent insights into experiences, relationships, and connections within the separate demographics. Each interview will included a series of open-ended questions to better understand the perspectives of those within the market environment.

Given the focus on relationships and connections, the research observations were conducted by utilizing the fly-on-the-wall method. This provided an opportunity to observe interactions between visitors and vendors without interference, and to provide the team with a deeper understanding of the type of relationships existing.

Opportunities were realized through the utilization of an affinity diagram where a result of many different research methods, data points, and observations focused on the culture surrounding the Eastern Market. This method gave equal credence to all data points and allowed only the data to stimulate connections and not allow for personal bias or preconceptions.

Through field research and analysis, there are clear recommendations to further enhance the market environment. There are three common themes between all markets—socializing, accessibility, and experience that contribute to the market’s overall ambiance. To improve upon these aspects we have developed the following recommendations:

PUBLIC SEATING—For eating or just resting, by addressing the lack of seating people will spend more time at the market and ultimately spend more money. 
LOCAL EVENTS—Local events are an opportunity to expand the market’s diverse consumer group and capitalize on the market’s status as a social hub within the community.
HANDS-ON—Hands-on activities are engaging and informational. 
HOURS OF OPERATION—Promote hours of operation that reflect how visitors want to use the market.