Post on 07-May-2015
description
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Case Study – Whole Foods (WFM) April 2012
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Objectives
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Project objective tips
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• Keep scope narrow - Makes survey creation simpler, quicker - Makes data analysis actionable
• Keep objectives focused - Focus on key data needs, not “nice to have” info - Work backwards
• Write/create your presentation first and figure out what questions you need to ask to fill in the gaps
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End objectives
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• We surveyed over 600 primary household grocery shoppers to understand how much they spend on groceries each week - Consumers reported spending about [$X] on groceries per week - Whole Foods shoppers reported spending about [$X] per week
• How many consumers shop at Whole foods in an average month? - [X%] of consumers shop at Whole Foods each week
• How many consumers would shop at at Whole Foods if stores were available, and which areas had the most interested shoppers? - [X%] of consumers who lived in areas where Whole Foods locations were
not available would shop at Whole Foods if locations were available - The top areas where consumers said they would shop at Whole Foods if it
were available were [X, Y, Z]
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Project Summary
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Audience project summary
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• Survey population: 900 consumers • Targeting criteria
- Age: 18+ - Geography: all US - Gender: 50% male / 50% females
• Targeting goals - Seeking 500-700 primary grocery shoppers
(assuming a high percentage of respondents identify as primary grocery shoppers)
- Seeking 100-200 Whole Foods shoppers
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Respondent Summary
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Audience respondent makeup
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Survey Questions
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Survey question examples
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Survey question examples (cont’d)
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Survey Data
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Average reported grocery spending
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• The weighted average spend for primary household grocery shoppers was about $100 per week
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Whole Foods shopper spending
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• We filtered our data on spending habits to only include those who shop at Whole Foods (they may also shop at other stores)
• Of the 155 consumers who shop at Whole foods, the weighted average spend was $10 higher, roughly $110 per week
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Whole Foods demand
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• For shoppers surveyed that reported that a Whole Foods was not available in their area, over 50% said they would shop at Whole Foods
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Areas with the most Whole Foods demand
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• For shoppers who indicated that they would shop at Whole Foods if it were available in their area, several major cities were frequently reported
• Areas like Los Angeles, New York and Chicago were popular
• This may suggest room for more locations in certain metro areas and additional expansion opportunities in others
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Conclusions
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Key conclusions
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• We surveyed over 600 primary household grocery shoppers to understand how much they spend on groceries each week - Consumers reported spending about $100 on groceries per week - Whole Foods shoppers reported spending about $110 per week
• How many consumers shop at Whole foods in an average month? - 23% of consumers shop at Whole Foods each month
• How many consumers would shop at at Whole Foods if stores were available, and which areas had the most interested shoppers? - ~51% of consumers who lived in areas where Whole Foods locations were
not available would shop at Whole Foods if locations were available - The top areas where consumers said they would shop at Whole Foods if it
were available were New York, Los Angeles & Chicago • This may mean opportunities for more locations in these markets
- Additional smaller markets like Burlington and Jacksonville had multiple shoppers indicating interest