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Using SurveyMonkey Audience, we surveyed over 600 primary grocery shoppers to learn about their shopping and spending habits and their preferences on grocery stores. We also focused on Whole Foods (WFM) to understand new market opportunities and shopper trends.
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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
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