Coded responses: "What almost stopped you from signing up?"
Limits first: this rests on 36 responses from one month, so the shares below describe these respondents only, not all sign-ups. I read all 36 responses before drafting codes (the default is at least 10%, and all when under 50). One coder (me) assigned every code; no agreement check has been run yet.
Codebook
| Code | Name | Definition | Example | Rule for doubtful cases |
|---|---|---|---|---|
| K1 | Price | Mentions cost, price per serving or price after a discount | R1 | Counts any cost mention, even with another topic |
| K2 | Commitment and cancelling | Worry about skipping, pausing, cancelling or being charged by the subscription | R9 | Past experience with another kit cancelling counts here |
| K3 | Portions and servings | Unsure the amount feeds the household or how many servings a box has | R3 | A partner or household eating a lot counts here |
| K4 | Cooking time | Recipes look too long for the time they have | R12 | Counts "quick", minutes or weeknight time mentions |
| K5 | Dietary fit | Menu may not fit a diet or the eaters at home | R5 | Picky kids count here; allergies would too |
| K6 | Delivery timing and access | Delivery day, window or drop point may not work | R6 | Lockers and building access count here |
| K7 | Packaging waste | Packaging, plastic or ice packs seen as waste | R7 | Recycling questions about packaging count here |
| K8 | Freshness on arrival | Doubt that food arrives fresh or cold | R25 | Reviews about warm boxes count here |
| K9 | Nothing stopped me | Says nothing or very little held them back | R8 | A referral with "not much" counts here |
Other: no response needed it; every response fits at least one code.
Coded responses
| ID | Response (verbatim) | Codes |
|---|---|---|
| R1 | The weekly price looked high next to groceries | K1 |
| R2 | Worried I'd forget to skip weeks and get charged | K2 |
| R3 | Not sure the portions would feed two adults | K3 |
| R4 | Price. Also no idea if the recipes are quick | K1, K4 |
| R5 | I'm vegetarian and the menu looked meat heavy | K5 |
| R6 | Delivery window didn't fit my work schedule | K6 |
| R7 | Too much packaging, felt wasteful | K7 |
| R8 | Honestly nothing, signed up right away | K9 |
| R9 | Cancellation sounded hard to find | K2 |
| R10 | Price per serving | K1 |
| R11 | Thought it would be hard to cancel | K2 |
| R12 | Recipes looked like 45 minutes, I have 20 | K4 |
| R13 | Didn't know if you deliver to my building's locker | K6 |
| R14 | Portion sizes, my partner eats a lot | K3 |
| R15 | Plastic packaging | K7 |
| R16 | Cost | K1 |
| R17 | Wasn't sure about skipping a week | K2 |
| R18 | Vegetarian options seemed limited | K5 |
| R19 | Reviews said boxes arrive warm | K8 |
| R20 | The price after the intro discount | K1 |
| R21 | Delivery only on Tuesdays | K6 |
| R22 | nothing | K9 |
| R23 | Cooking time on weeknights | K4 |
| R24 | I had a bad experience with another meal kit cancelling | K2 |
| R25 | Wasn't sure ingredients would be fresh when they arrive | K8 |
| R26 | Price and the packaging waste | K1, K7 |
| R27 | Picky kids, didn't know if they'd eat it | K5 |
| R28 | Not enough gluten free choices | K5 |
| R29 | Subscription commitment | K2 |
| R30 | Expensive compared to cooking myself | K1 |
| R31 | Delivery timing | K6 |
| R32 | Could not tell how many servings per box | K3 |
| R33 | Whether the ice packs could be recycled | K7 |
| R34 | Long recipes | K4 |
| R35 | Skipping and pausing rules weren't clear | K2 |
| R36 | My friend recommended it so not much | K9 |
2 responses carry 2 codes: R4, R26.
Code counts
Rule: share = responses with the code / 36 responses. Shares add to more than 100% because 2 responses carry 2 codes (38 code assignments on 36 responses).
| Code | Name | Responses | Share of responses | Under 5% (merge candidate) |
|---|---|---|---|---|
| K1 | Price | 7 | 19.4% | no |
| K2 | Commitment and cancelling | 7 | 19.4% | no |
| K3 | Portions and servings | 3 | 8.3% | no |
| K4 | Cooking time | 4 | 11.1% | no |
| K5 | Dietary fit | 4 | 11.1% | no |
| K6 | Delivery timing and access | 4 | 11.1% | no |
| K7 | Packaging waste | 4 | 11.1% | no |
| K8 | Freshness on arrival | 2 | 5.6% | no |
| K9 | Nothing stopped me | 3 | 8.3% | no |
No code is under 5% of responses, so none is flagged to merge.
Summary with quotes
- K1 Price (7 of 36): R1: "The weekly price looked high next to groceries"; R4: "Price. Also no idea if the recipes are quick"
- K2 Commitment and cancelling (7 of 36): R2: "Worried I'd forget to skip weeks and get charged"; R9: "Cancellation sounded hard to find"
- K3 Portions and servings (3 of 36): R3: "Not sure the portions would feed two adults"; R14: "Portion sizes, my partner eats a lot"
- K4 Cooking time (4 of 36): R4: "Price. Also no idea if the recipes are quick"; R12: "Recipes looked like 45 minutes, I have 20"
- K5 Dietary fit (4 of 36): R5: "I'm vegetarian and the menu looked meat heavy"; R18: "Vegetarian options seemed limited"
- K6 Delivery timing and access (4 of 36): R6: "Delivery window didn't fit my work schedule"; R13: "Didn't know if you deliver to my building's locker"
- K7 Packaging waste (4 of 36): R7: "Too much packaging, felt wasteful"; R15: "Plastic packaging"
- K8 Freshness on arrival (2 of 36): R19: "Reviews said boxes arrive warm"; R25: "Wasn't sure ingredients would be fresh when they arrive"
- K9 Nothing stopped me (3 of 36): R8: "Honestly nothing, signed up right away"; R22: "nothing"
K1 Price and K2 Commitment and cancelling are the two largest codes, tied at 7 responses each; this rests on 36 responses and is a pattern in this batch, not proof of what drives sign-ups. K9 holds the 3 respondents who said nothing held them back.
Questions for you
- Can a second person code a sample of these (for example 10 responses) with this codebook? Report the share of responses where both coders gave the same codes; the method sources say to measure agreement between two coders so the work can be repeated.
- Do you want a segment split (plan, or new vs returning)? None was given, so there is no split.
- Should "Nothing stopped me" stay a code, or be reported apart from the barriers?
Needs your decision
- Writing these codes back into your survey tool or shared dataset waits for your approval.