Download - SurveyMonkey Audience: Whole Foods Case Study

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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


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]


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


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


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


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


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


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