In the past couple of days we have received inquiries from a few of our loyal readers asking for any resources that we may have identified for completing a “consumer survey” for market analysis purposes. We wanted to take this opportunity to share our survey on file in hopes of assisting those folks who are in the process of data collection as they work through the revitalization process in the downtowns where they are located.
One of the benefits of interacting with the public in a downtown business center is the ability to survey the consumers who patronize downtown businesses. The more comprehensive the survey of downtown patrons/shoppers, the more extensive the data collected will yield results which will allow the economic restructuring process to be developed more accurately.
A survey of this nature takes dedication of the businesses owners and their staff of employees to assure the most complete survey results possible. An “intercept” survey of this nature can produce significant results in a relatively short amount of time, say a week or so. All contact with the survey participants is face to face and the survey is conducted on site at the local business.
Truly understanding the “consumer” of downtown is critical to effectively target marketing and advertising efforts to reach a broader audience of the consumer segment that is interested in meeting their needs through the businesses located downtown. Polling patrons can be a VERY effective tool on an individual basis to get a better understanding of the needs and wants of the folks who do business in downtown.
Below is a great example of an “intercept survey.” As the Economic Restructuring Committee continues the process of economic evaluation in Centralia, I am sure a similar survey of this kind will be a part of the process.
When, Where and Why They Shop
* When they typically shop for non-grocery items
* During which extended hours they are currently most likely to shop for non-grocery items
* How often they eat breakfast, lunch, or supper out
* How often they eat out during business travel
* How often they eat supper out given certain meal costs
* What restaurants or types of cuisine they would most like to see come to downtown
* How often they watch movies at a theater or rent movies from a store to watch at home
* Which events they attended in the last 12 months
* How often they come downtown
* What are the biggest non-work reasons for them to stop downtown
* Where they typically park when they drive to downtown
* How far they typically have to park from their non-work downtown destinations
* How far they live from downtown
* How far they live from where they work
* Where they are more likely to shop for non-grocery items, near where they work of where they live
* How often they shop at competing locations/stores
* When they shop at competing locations/stores instead of downtown, what are the main reasons why
What They Want
* Which businesses would they most likely patronize if opened in downtown within the next year * What businesses they would most like to see come to downtown
* Which community assets would they most like to see developed
* Have they ever lived downtown in any community
* What is their opinion about someday living downtown
* What type of downtown housing would they prefer
* What housing arrangement would they choose
* If they moved (or stayed) downtown, what size housing unit would they require
* Which amenities are worth paying a higher mortgage or rent
* Their gender
* Their age
* By age, how many people live in their household
* Their home zip code
* Their marital status
* The highest level of formal education they have completed
* Their current monthly rent or mortgage payment
* Their household’s annual income
* Which leisure activities their household participates in
* What types of books and magazines their household regularly reads
* What radio stations they listen to most
* What local or network television stations they watch most
* What publications they read most
* Their level of interest in starting their own business
* Their attitudes about the downtown and the community
One of the benefits of interacting with the public in a downtown business center is the ability to survey the consumers who patronize downtown businesses. The more comprehensive the survey of downtown patrons/shoppers, the more extensive the data collected will yield results which will allow the economic restructuring process to be developed more accurately.
A survey of this nature takes dedication of the businesses owners and their staff of employees to assure the most complete survey results possible. An “intercept” survey of this nature can produce significant results in a relatively short amount of time, say a week or so. All contact with the survey participants is face to face and the survey is conducted on site at the local business.
Truly understanding the “consumer” of downtown is critical to effectively target marketing and advertising efforts to reach a broader audience of the consumer segment that is interested in meeting their needs through the businesses located downtown. Polling patrons can be a VERY effective tool on an individual basis to get a better understanding of the needs and wants of the folks who do business in downtown.
Below is a great example of an “intercept survey.” As the Economic Restructuring Committee continues the process of economic evaluation in Centralia, I am sure a similar survey of this kind will be a part of the process.
When, Where and Why They Shop
* When they typically shop for non-grocery items
* During which extended hours they are currently most likely to shop for non-grocery items
* How often they eat breakfast, lunch, or supper out
* How often they eat out during business travel
* How often they eat supper out given certain meal costs
* What restaurants or types of cuisine they would most like to see come to downtown
* How often they watch movies at a theater or rent movies from a store to watch at home
* Which events they attended in the last 12 months
* How often they come downtown
* What are the biggest non-work reasons for them to stop downtown
* Where they typically park when they drive to downtown
* How far they typically have to park from their non-work downtown destinations
* How far they live from downtown
* How far they live from where they work
* Where they are more likely to shop for non-grocery items, near where they work of where they live
* How often they shop at competing locations/stores
* When they shop at competing locations/stores instead of downtown, what are the main reasons why
What They Want
* Which businesses would they most likely patronize if opened in downtown within the next year * What businesses they would most like to see come to downtown
* Which community assets would they most like to see developed
* Have they ever lived downtown in any community
* What is their opinion about someday living downtown
* What type of downtown housing would they prefer
* What housing arrangement would they choose
* If they moved (or stayed) downtown, what size housing unit would they require
* Which amenities are worth paying a higher mortgage or rent
* Which business downtown do they frequent most often
Market and Marketing Data
* Their gender
* Their age
* By age, how many people live in their household
* Their home zip code
* Their marital status
* The highest level of formal education they have completed
* Their current monthly rent or mortgage payment
* Their household’s annual income
* Which leisure activities their household participates in
* What types of books and magazines their household regularly reads
* What radio stations they listen to most
* What local or network television stations they watch most
* What publications they read most
* Their level of interest in starting their own business
* Their attitudes about the downtown and the community
