Shopper Surveys
Shopper/visitor input is a greatly under-used resource in shopping centre development and town centre regeneration. Desk based studies provide a statistical platform for understanding strategic opportunities but will throw less light on the specific attitudes and behaviour of shoppers. In addition, many proprietary catchment estimates are compromised by issues of definition and under enumeration.
FSP employs Shopper Surveys to provide a robust base of supporting evidence for strategy development. Results quantify both current shopper behaviour, aspirations for future change and can include additional topics such as use of competing centres or awareness of centre marketing. The typical sample size is 750 to 1000 respondents based on a questionnaire of around 20 questions plus demographics. FSP is affiliated with the Market Research Society and questions are drafted by FSP in collaboration with key stakeholders
Where the most robust estimate of catchment demand is required, FSP employ highly cost effective Intercept Surveys to collect several thousand shopper postcodes. Intercept Surveys are typically used to create bespoke catchments for smaller centres with hybrid roles or infrequent usage e.g. Retail Parks, District Centres, Supermarkets or larger centres where unusual types of shopping activity have a marked impact on potential e.g. Major Suburban Centres, Tourist Destinations.
Focus Groups
Focus groups enable in-depth investigation of consumer attitudes. Topics can include why participants’ don’t use a particular centre, requirements for town centre improvements, use and perceptions of competing centres, reaction to proposed new facilities / proposed improvements / recent developments, reaction to design / architecture, views on the environment, branding and preferences for particular shops. Their success depends on the selection of coherent groups of participants who share specific demographic characteristics.
FSP typically sets up 4 to 6 Focus Groups (of 8-10 participants) comprising both Promoters and Detractors of the current shopping provision. FSP experience is that the debate between these groups provides particularly useful insight to the attitudes of local shoppers. In order to reflect the attitudes of different lifestyles (e.g. pre family, family, post family) and the different levels of access to the subject and competing centres, separate focus groups are typically held for blue collar and middle class residents.
A moderator unobtrusively guides the discussion but takes no direct part. The topics of interest are defined by the client in response to FSP/Client suggestions. These unstructured but carefully moderated discussions provide a rich fund of useful information.