Would you trust a survey?

Heya all,

I have a rather interesting conundrum. A friend sells a physical product online, home garden flowers. So in designing his website, he did a in-person survey on his target market and asked them what they liked. The design wound up looking dated, unprofessional, untrustworthy (in my opinion). Attached is an image with anything that would identify the site blurred.

I believe ... Taking the survey results and producing a website like this is a mistake. These people weren't looking at this design from the buyer mindset.

I think he could incorporate some of the design aspects from the survey, to gain the emotional connection, but make it look a lot more up to date, professional, and trustworthy.

Putting myself in the shoes of a middle aged homeowner, my first impression, I would lean away from using this site, as I wouldn't trust this site. I would likely go to a site like home depot.

Would you be kind enough to share your opinions? If he gets a brand new person coming to the site, are they likely to be turned off by the site and not purchase? Or would they have that old country local flower store feel, and that is a good thing (online)? I know the image isn't much to go by, but I don't want to reveal too much.